A STUDY ON ARTIFICIAL INTELLIGENCE ON MARKETING- A SYSTEMATIC LITERATURE REVIEW

Abstract

Artificial Intelligence has acquired significant capabilities to enhance the efficiency and effectiveness of businesses, enabling them to operate at a heightened pace and facilitate transformative shifts. The present study was undertaken to examine the impact of artificial intelligence (AI) on the marketing activities of businesses. The data for this study was obtained through a qualitative approach, which involved gathering information from scholarly publications, industry reports, and reputable blogs. This study aimed to investigate the concept of artificial intelligence (AI) within the context of marketing practices, including its current applications and potential future developments. The research study elucidates the advantages of integrating artificial intelligence (AI) into marketing strategies. This study investigates the impact of AIM technology on marketing decision-making. The research paper provides a comprehensive overview of the application of artificial intelligence in the field of marketing, catering to the interests of customers and academic researchers.

Key words: Artificial intelligence, marketing , promotion, branding, customer data