The Opinion Of Corporate Employees On The Role Of Artificial Intelligence In Revolutionizing Marketing With Special Reference To Chennai City

Abstract

The advancement of artificial intelligence (AI) has profoundly altered the dynamics of contemporary business operations. Among its various applications, AI is significant in marketing, facilitating performance enhancement. This present study seeks to explore the role of AI in marketing endeavours. A comprehensive review of relevant literature has been collected to deepen understanding of AI and its utilisation in marketing. Additionally, the researcher employed a quantitative research approach, conducting semi-structured interviews with marketing professionals from multiple Indian companies. Eighty marketing experts were selected as the sample size for these interviews. The study's outcomes underscore the factors influencing the integration of AI in marketing, along with the advantages and challenges associated with such integration. Furthermore, it examines the pre- and post-AI marketing strategies of companies, ethical considerations, and the utilization of AI in the marketing industry. The study advocates incorporating AI into marketing practices to enhance organizational performance, ultimately fostering profitability and a competitive edge. Moreover, it contributes to strategic marketing research by identifying research gaps that bridge strategic AI marketing practices and empirical research systematically and rigorously.