Application of Artificial Intelligence in Marketing and Financial Decision-Making for Business Growth
Dr.K.SIVA KUMAR
Assistant professor
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamil Nadu
N.D. KATHIRVEL
MBA
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamil Nadu
GOKUL
MBA
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamil Nadu
ABSTRACT
Artificial Intelligence (AI) is increasingly redefining strategic decision-making processes within contemporary organizations, particularly in the domains of marketing and financial management. Traditional marketing analytics and financial planning mechanisms often struggle with fragmented data systems, delayed insights, forecasting inaccuracies, and limited real-time responsiveness. AI-driven technologies address these limitations by enabling predictive modeling, intelligent automation, advanced customer analytics, and dynamic financial optimization. This conceptual study examines how AI strengthens marketing effectiveness through personalized engagement, sentiment analysis, demand forecasting, and campaign optimization, while simultaneously enhancing financial decision-making through predictive forecasting, risk analytics, fraud detection, and portfolio management.
Through the application of machine learning algorithms, deep neural networks, and natural language processing systems, organizations can identify consumer behavior patterns, evaluate financial volatility, detect anomalies, and generate real-time performance insights. AI-powered decision-support systems integrate marketing intelligence with financial analytics, thereby improving strategic alignment, capital allocation efficiency, and competitive positioning. Furthermore, AI enhances data-driven governance by promoting accuracy, transparency, and operational agility across business functions.
KEYWORDS
Artificial Intelligence in Marketing, AI in Financial Decision-Making, Predictive Analytics, Business Growth, Machine Learning Applications, Financial Forecasting, Marketing Personalization, Algorithmic Governance, Data-Driven Strategy.
