Artificial Intelligence: A Paradigm Shift in Marketing

Abstract

Purpose: While highlighting the importance of Artificial Intelligence (AI) in marketing, the present study aims to explore some of the darker sides of its application to business and marketing. Also, the recent trends and developments associated with the use of AI in marketing are examined. Methodology: Following an exploratory research design, the present study referred to secondary data to explore the role and trends of AI in marketing. Findings: This paper reveals some recent trends and developments driven by AI technology in the domain of marketing. Moreover, possible challenges and future directions are also discussed. Originality/Value: The study contributes to the rapidly expanding literature related to AI by exploring its role in the world of marketing. Finally, implications for researchers and practitioners conclude the article.

Introduction

• Technology transformation: Technologies like AI, big data, IoT, and blockchain have revolutionized business operations.

• What is AI?: AI enables machines to mimic human intelligence—seeing, hearing, speaking, and learning.

• Examples: AI-powered tools like Alexa improve over time using customer interactions.

2. AI in Marketing

• Definition: AI Marketing uses AI to gather, analyse, and use customer data to predict behaviour and create personalised experiences.

• Current usage: Companies use AI for behaviour tracking, demographic prediction, and improving customer service.

• Core AI tools in marketing:

  • Machine Learning: Enhances performance, content recommendations, etc.

  • Computer Vision: For facial/image recognition.

  • Natural Language Processing (NLP): For speech/text understanding.

3. Components of AI Marketing

• Big Data & Analytics: Helps marketers evaluate campaigns but also creates data overload.

• Machine Learning: Uses algorithms to analyse customer behaviour.

• AI Platforms: Centralised systems that help make data-driven decisions.

4. Role of AI in Digital Marketing

• Data-Driven Marketing: AI helps process massive data to deliver actionable insights.

• Key roles:

  • Real-time tracking: Predicts customer churn.

  • Improved accuracy: Reduces guesswork in campaigns.

  • Automation: AI handles routine customer interactions (e.g., chatbots).

  • Enhanced security: AI-powered biometric authentication.

  • Minimising errors: Reduces human error, especially in data processing.

5. Benefits of AI in Marketing

• Improved customer experience.

• Faster campaign execution and ROI.

• Better decision-making via trend analysis.

• Cost and time efficiency: Reduces manual tasks.

• Personalisation: AI tailors messages to customer profiles.

• Operational efficiency: AI supports teams in tactical execution.

6. Applications of AI in Marketing

AI is used across industries and marketing functions:

• Propensity Modelling: Predicts customer actions like churn or conversions.

• Content Curation: AI recommends and personalizes content.

• Natural Language Generation: Auto-generates human-like content (e.g., Google Smart Compose).

• Personalisation: Customizes communication based on user data (like Amazon or Netflix).

• Dynamic Pricing: Adjusts prices in real-time based on demand and user profile.

• Chatbots: Provides 24/7 customer service with consistent tone and speed.

• SEO & Voice Search: Enhances search results and voice query accuracy.

• Content at Scale: Tools like Heliograf automate news writing or social media posts.

• Promotion Optimisation: AI decides the best time/channel for ads.

• Marketing Automation: AI automates emails, posts, and customer interactions.

• Big Data Processing: Integrates and analyses massive data sets efficiently.

• Predicting Customer Behaviour: Helps in targeted marketing strategies.

• Business Intelligence: Speeds up and improves accuracy of analytics.

• User Experience: AI customizes UX in real-time based on user interactions.

• Programmatic Advertising: AI automates ad bidding based on real-time data.

7. Implementing AI in Marketing: Best Practices

• Set clear goals: Define KPIs and expected outcomes.

• Data privacy compliance: Ensure AI tools align with data protection laws.

• Access to quality data: Good AI requires large, clean, and diverse data.

• Talent acquisition: Hire or partner with data science experts.

• Maintain data integrity: Ensure data is error-free for reliable AI outcomes.

Conclusion

Marketers are ecstatic about the latest advancements in technology. Technology is an aid to learn about and unexpectedly understand the target market, and one such game-changer technology is “Artificial Intelligence”. AI is revolutionising the area of marketing at a breakneck speed. It is a strategy for collecting, filtering, analysing, and saving consumer data to foresee client movement. A marketing team can comfortably target its potential customers with the help of marketing analytics tools leveraged by AI. Marketers may now achieve a previously unattainable goal: engaging with each client in a tailored and meaningful way, thanks to AI. Marketers can consolidate and evaluate a large volume of data from emails, social media, and the web more quickly with AI marketing. Marketers may then use those insights to improve campaign effectiveness and ROI in a shorter amount of time. Furthermore, artificial intelligence has the potential to disrupt the current marketing agency structure. Many jobs or tasks, especially those that can be easily automated, could be replaced. Tasks like ad scheduling optimisation can be done by AI to some extent without the need for human intervention. Some business executives believe that by 2025, the marketer will change completely. With this in mind, the abilities of marketers may be put to the test. To work well with AI systems, recruiters may expect marketers to have some amount of experience in pattern identification, planning, and coding. If marketers have not currently employed AI in marketing, 2022 should be the year to do so, as many successful marketing organisations have implemented it.

References

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Copyright

Copyright © 2025 Jyoti Yadav, Dr. Samridhi . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.