An Examination Of Artificial Intelligence In Marketing: Its Role And Impact On Marketers And Consumers

In contemporary developing nations, globalization and technological advancements have ushered in a new phase for the economy, where society collectively confronts the challenges posed by competition across various sectors, including the marketing system. In the global economy, technologies such as Artificial Intelligence (AI) are crucial, leading to a consistent increase in the global significance of AI. It is commonly stated that Artificial Intelligence (AI) technologies are employed in marketing to facilitate automated decisions based on data collection. Data analysis and further observations of audience or economic trends that could influence marketing efforts. Artificial Intelligence (AI) is a field within computer science that focuses on training computers to comprehend and replicate human behavior and communication. A novel intelligent computer has been created that thinks, responds, and performs tasks in a manner akin to humans, utilizing AI and the data provided. AI is transforming the way businesses and consumers interact with each other. The specific type of business and the functionality of the website significantly influence the application of this technology. By meticulously analyzing customer data and gaining insights into consumer desires, marketers can improve return on investment (ROI) without incurring expenses on ineffective initiatives. Furthermore, they will not need to spend time viewing tedious advertisements that irritate customers. In various ways, AI will tailor marketing strategies to more effectively address client needs; numerous businesses are presently utilizing AI to personalize their websites, emails, social media content, videos, and other materials. A primary objective of AI is to automate tasks that traditionally required human intellect. Marketers can now provide customers with enhanced attention and swiftly address their needs. Nevertheless, the application and effects of AI on both marketers and consumers present their own advantages and disadvantages; in other words, I encounters opportunities and challenges on a global scale. This research paper examines Artificial Intelligence (AI) in marketing, aiming to identify and emphasizes its impact, opportunities, and challenges in relation to advances technology within the current marketing landscape. The researcher has employed a qualitative research method utilizing secondary data obtained from various sources.