This research explores the strategic role of Artificial Intelligence (AI) in marketing automation. AI technologies such as machine learning, recommendation systems, and conversational tools are transforming how organizations interact with customers. This study uses simulated survey data from marketing professionals across multiple industries to evaluate AI's impact on personalization, operational efficiency, customer engagement, and return on investment (ROI). The findings indicate that AI-enabled automation significantly improves marketing performance while introducing challenges related to data integration, cost, and workforce skills. The study concludes that AI-driven marketing automation is a strategic necessity in digital markets.
Dr.R.Varalakshmi et al. (Thu,) studied this question.