A Study on The Impact of Artificial Intelligence in Sales and Marketing

A Study on The Impact of Artificial Intelligence in Sales and Marketing

Dr. Shetty Deepa Thangam Geeta

Assistant Professor School of Management Studies

Sathyabama Institute of Science and Technology Chennai India

RASHIKA R R

Master of Business Administration School of Management Studies

Sathyabama Institute of Science and Technology Chennai India

ABSTRACT

This study looks into how Artificial Intelligence (AI) is changing the way sales and marketing teams work. As more businesses move toward digital tools, AI has quickly become a valuable part of daily operations—helping teams understand customer needs, reach the right audience, and make faster, smarter decisions. Tools like chatbots, predictive analytics, and personalization engines are being used to improve customer engagement, generate quality leads, and create more effective marketing campaigns. To understand the real-world impact, this research combined survey responses with open feedback from professionals working with AI in these fields. The results show that AI doesn’t just save time—it also helps people focus on more meaningful and strategic work. At the same time, the study highlights some challenges, like the cost of implementation and the need for proper training. Overall, when used thoughtfully, AI can make sales and marketing more impactful and people-driven.

Keywords : Artificial Intelligence, sales and marketing, customer engagement, lead generation, predictive analytics, marketing strategy, digital tools, AI in business.