AI in Marketing
1 S. Vasavi, 2 Nausheen Fatima
1Assistant professor, Shadan Institute of Management Studies,
Mail id: vasavisri1999@gmail.com
2Student, Shadan Institute of Management Studies,
Mail id:nausheenfatima1230@gmail.com
Abstract
In the contemporary digital era, society has become highly dependent on social networking platforms, with most data being stored and shared digitally through social media. Social networks can be defined as groups of individuals connected through various social relationships such as friendships, professional associations, or shared religious and social interests. The rapid growth in the use of social media platforms such as Facebook, YouTube, LinkedIn, and Twitter has created new challenges for individuals and organizations in addressing evolving user needs and expectations. Social networking platforms enable users to create personal profiles, connect with others, and interact through a wide range of communication and promotional tools. These web-based platforms offer diverse services, including messaging, content sharing, and online collaboration, facilitating real-time interaction over the internet.
The integration of advanced data analytics, neural networks, and knowledge representation technologies has led to the development of intelligent marketing information systems supported by artificial intelligence (AI). AI-driven marketing refers to the application of AI technologies for data collection, analysis, and decision-making to enhance marketing effectiveness. In recent years, AI has been increasingly adopted to generate content, improve team efficiency, enhance customer experience, and deliver more precise and data-driven outcomes. As a result, AI adoption has become essential for businesses seeking to remain competitive in a dynamic digital marketplace.
Marketing departments now utilize AI tools across a wide range of customer-facing and internal applications. Externally, AI is used to optimize social media campaigns, email marketing, and content marketing strategies. Internally, AI supports audience segmentation, consumer behaviour analysis, and the automation of routine marketing tasks. By enabling businesses to intelligently segment customers based on characteristics, interests, and behaviours, AI enhances targeting accuracy and campaign effectiveness. Ultimately, the application of AI in marketing leads to stronger customer engagement, improved personalization, and better overall marketing performance.
Keywords:
Artificial Intelligence; Social Media Marketing; Digital Marketing; Customer Engagement; Marketing Automation
