Exploring the Role of Artificial Intelligence in Marketing Management Prof. Chandan Namdeo Thengil Assistant Professor MBA, SVERI's College of Engineering Pandharpur Prof. Mallikarjun Lingappa Advani Assistant Professor, Brahmdevdada Mane Institute of Technology, Solapur Abstract Digitalization is the key to success. The Artificial Intelligence (AI) has emerged as a transformative technology in the field of marketing management by enabling data-driven decision-making, personalized customer engagement, and improved marketing efficiency. AI tools such as machine learning, predictive analytics, and natural language processing allow organizations to analyze vast volumes of consumer data, identify purchasing patterns, and forecast market trends. These capabilities support marketers in designing targeted campaigns, optimizing pricing strategies, and enhancing customer relationship management. AI-powered chatbots, recommendation systems, and automated content generation also improve customer interaction and service delivery across digital platforms. In addition, AI facilitates real-time marketing analytics, enabling firms to evaluate campaign performance and adjust strategies quickly in dynamic market environments. By integrating AI into marketing processes, organizations can enhance operational efficiency, improve customer satisfaction, and achieve competitive advantage. Consequently, Artificial Intelligence is increasingly becoming a strategic tool for modern marketing management and sustainable business growth in the digital economy. Keywords: Artificial Intelligence (AI); Marketing Analytics; Customer Personalization; Predictive Marketing; Machine Learning in Marketing; Digital Marketing Automation; Consumer Behavior Analytics
Thengil et al. (Tue,) studied this question.