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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66882
Volume:
10 |
8 |
Aug 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MASTER OF BUSINESS ADMINISTRATION
VELS INSTITUTE OF TECHNOLOGY & ADVANCED STUDIES (VISTAS)
MASTER OF BUSINESS ADMINISTRATION
VELS INSTITUTE OF TECHNOLOGY & ADVANCED STUDIES (VISTAS)
Artificial Intelligence (AI) in modern marketing has become a significant phenomenon influencing the process of understanding, approaching, and interacting with the customer. This descriptive study aims to discover the role of AI in contemporary marketing by analyzing its impact on customer awareness, customer experience, marketing effectiveness, trust and privacy, and purchase decision. The primary data were gathered from 100 participants who are familiar with AI-driven digital technologies. The five-Point Likert-scaled questionnaire was distributed by means of Google Forms and later analyzed descriptively in accordance with the research objectives using Percentage Analysis, Descriptive Statistics, Chi-Square Analysis, and Pearson Correlation Analysis in SPSS. The results of the study demonstrate that participants had a positive perception of AI application in marketing, reflected in the mean scores varying between 3.76 and 4.26 for all of the five constructs. Additionally, the chi-square test revealed the absence of significant differences between genders, ages, and levels of education in terms of awareness, purchase decision, and trust and privacy, which implies that AI-driven marketing affects all customer groups equally. Finally, there was a statistically significant positive correlation between all of the five constructs, with the strongest relationship existing between customer experience and purchase decision (0.845). Thus, the study concludes that AI is a powerful tool for modern marketing, which should be used responsibly to achieve marketing effectiveness.
KEYWORDS
A conclusion can be made that this research aimed to reveal the role of Artificial Intelligence in customer marketing through the mediation of awareness, experience, effectiveness, trust & privacy, and purchase decision. From the findings, it can be concluded that customers have a positive perception of the role of AI technologies in marketing activities. Most of the participants agreed that artificial intelligence can help in providing recommendation and chatbot services, increasing customization, and improving purchase decision-making. It can be concluded from the study that there is a positive correlation between awareness, experience, effectiveness, and trust & privacy. The study also found that these variables have a combined significant effect on the purchase decision of customers. From the Chi-Square analysis, it can be concluded that there is no significant difference in the perception of participants with different genders, ages, and education levels. Artificial intelligence has become an inevitable aspect of marketing activities, and therefore, organizations can capitalize on their marketing strategies by leveraging these technologies while being ethical with consumer data.
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Publication Date
8/21/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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