Examining the Impact of AI on Marketing Effectiveness and Performance Management in Software Firms

This study examines the impact of Artificial Intelligence on marketing effectiveness and
performance management in software firms. The study focuses on how AI tools, automation,
analytics, and personalization improve customer targeting, engagement, conversion, ROI, KPI
tracking, decision-making, and employee productivity. A descriptive and analytical research
design was adopted, and data were collected from 300 marketing professionals and employees
working in software firms through a structured questionnaire. The data were analysed using
SPSS with percentage analysis, descriptive statistics, reliability analysis, correlation, regression,
and hypothesis testing. The findings show that AI usage has a significant positive impact on
marketing effectiveness. The correlation results also indicate a strong positive relationship
between AI usage, marketing effectiveness, and performance management. The regression result
shows that AI usage explains 46% of the variation in marketing effectiveness. The study
concludes that AI is an important strategic tool for improving marketing efficiency, data-driven
decision-making, and performance management practices in software firms.