A STUDY ON THE IMPACT OF AI-DRIVEN PERSONALIZATION IN B2B MARKETING STRATEGIES IN AMAZON.

The study finishes by saying that using intelligence to make things personal is a big part of how companies like Amazon do business to business marketing now. The study found that artificial intelligence really helps get customers involved makes leads does well in marketing helps make decisions and gives a return on investment. Companies are starting to see how useful artificial intelligence tools like chatbots, automated customer relationship management and predictive analytics are in giving personalized experiences to business customers. The results also show that making things with artificial intelligence helps build strong relationships with clients and makes marketing work better overall. Even though there are still problems like keeping customer data private spending a lot of money to get started and not having the experts the good things about using artificial intelligence to make things personal are more important than these problems. The study also says that companies are going to spend money on artificial intelligence, which means they think it will be good for marketing in the future. So it seems clear that using intelligence to make things personal is a big part of making business to business marketing strategies better and helping companies, like Amazon compete with others.

§     Chatterjee, S., Rana, N. P., & Dwivedi, Y. K. (2023). Artificial intelligence and customer engagement in digital marketing. Journal of Business Research, 156, 113-128. §     Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. §     Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., et al. (2024). Generative artificial intelligence in marketing: Applications and future directions. International Journal of Information Management, 76, 102789. §     Huang, M. H., & Rust, R. T. (2022). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 50(1), 30–50. §     Jarek, K., & Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46–55. §     Kumar, V., Dixit, A., Javalgi, R., & Dass, M. (2021). Research framework for AI-enabled customer relationship management. Industrial Marketing Management, 95, 75–87. §     Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition and relationship marketing. Journal of Service Management, 28(1), 145–160. §     Rust, R. T., & Huang, M. H. (2014). The service revolution and future of marketing. Service Science, 6(3), 206–221.