ARTIFICIAL INTELLIGENCE IN MARKETING: ENHANCING CUSTOMER ENGAGEMENT AND BUSINESS PERFORMANCE

Abstract

The technology known as artificial intelligence (AI) has become revolutionary in a number of fields, including marketing. In many fields in the future, artificial machines will either supplement or replace human capabilities. Artificial intelligence is the ability exhibited by machines or software. Artificial intelligence technologies have led to a gain in both quality and efficiency in various industries. With the abundance of data and the increasing complexity of consumer behavior, AI provides marketers with valuable insights, automation capabilities, and personalized experiences. The manufacturing, service, and educational sectors have all seen significant gains in performance over the past 20 years because of artificial intelligence. Expert systems are a quickly developing technology that started with artificial intelligence research. Since expert systems are now commonly utilized to tackle complicated issues in a variety of industries, including education, engineering, business, medical, and weather forecasting, artificial intelligence is having a significant impact on a wide range of spheres of life. This research paper explores the role of AI in marketing, its applications, benefits, challenges, and the future implications it holds for the industry. By leveraging AI-powered tools and techniques, marketers can enhance customer engagement, optimize marketing strategies, and drive business performance.