Perceptions of Marketing Professionals Regarding the Impact of Artificial Intelligence on Marketing

The pace at which artificial intelligence (AI) is evolving has
significantly changed the characteristics of the contemporary
corporate world. Artificial intelligence is particularly helpful in
the marketing industry since it improves performance. The goal
of the current study is to determine how AI affects marketing.
The broad literature review that was highlighted gave substantial
understanding of artificial intelligence and its use in marketing.
Second, a qualitative research approach was used, which involved
conducting informal interviews with marketing experts from
several Indian businesses. Fifteen marketing professionals were
selected as the sample size for interviewing. The study’s findings
highlight the variables that influence artificial intelligence (AI)
application in marketing as well as the benefits and drawbacks
of its integration. They also emphasize the significance of ethical
considerations, the pre- and post-AI marketing techniques your
business employs, and the use of AI in marketing. In order to
improve business performance, get a competitive edge, and
eventually achieve profitability, the paper recommends employing AI to sell employment.
By addressing research gaps that systematically and
rigorously connect strategic AI marketing practice and research,
this study also advances strategic marketing research.