The Role of AI in the Revolutionizing in Marketing Strategies
Dr. K. Sasirekha, B.Sc., B.Ed., MBA., PhD,
Assistant Professor, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamilnadu.
Mr. Balasubramaniyam P,
B. Tech., MBA Student, School of Management Studies,
Sathyabama Institute of Science and Technology, Chennai, Tamilnadu.
Mr. Bhagavath C, B. Com
MBA Student, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamilnadu.
Mr. Bala Murugan S, B. Com
MBA Student, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamilnadu.
Mr. Madhavan G, B. Com
MBA Student, School of Management Studies,
Sathyabama Institute of Science and Technology, Chennai, Tamilnadu.
ABSTRACT
Artificial Intelligence (AI) has become a transformative force in the marketing landscape, revolutionizing the way businesses interact with consumers, develop personalized content, and predict trends. With AI’s ability to process vast datasets, analyses consumer behavior, and generate predictive insights, companies are now able to implement more precise, data-driven marketing strategies. This study delves into the role of AI in reshaping key marketing areas such as customer segmentation, content creation, predictive analytics, and customer service. Through a review of literature, case studies, and industry applications, the paper demonstrates how AI technologies—like machine learning (ML), natural language processing (NLP), and deep learning—are optimizing marketing operations and enhancing customer experiences. Despite challenges such as data privacy concerns and high implementation costs, the benefits of AI-driven marketing, including improved efficiency, higher engagement, and increased ROI, underscore its importance in a
competitive digital economy.
KEY WORDS: Artificial Intelligence (AI), Marketing Strategies, Predictive Analytics, Customer Segmentation, Machine Learning, Personalization, Chatbots
