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Submission Information

Author Name Guruprasad

Title use of AI in marketing
Paper/Submission ID 775992
Submission Date 2023-06-16 14:04:34
Total Pages 52
Document type Project Work

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 EXECUTIVE SUMMARY

4
Artificial Intelligence (AI) has gained widespread adoption in marketing, revolutionizing
traditional strategies and offering valuable insights, predictive analytics, and personalized
experiences for customers. This technology utilizes consumer data analysis to enhance
customer targeting, optimize advertising, and improve customer relationship management.
AI-powered chatbots and virtual assistants also facilitate seamless customer interactions and
provide round-the-clock support.

A study titled "Exploring the Use of Artificial Intelligence in Marketing" investigates how
AI is transforming the marketing field. The research examines various AI techniques, like
natural language processing, also image recognition, and sentiment analysis, and their impact
on customer segmentation, advertising optimization, and customer relationship management.
Ethical considerations and challenges related to AI implementation, including data privacy
and algorithmic biases, are also addressed.

The study's findings highlight the ways in which AI can augment marketing efforts, enhance
customer targeting, and drive business growth. It provides actionable insights for businesses
5
seeking a competitive advantage in the digital landscape through AI adoption. The study
emphasizes the potential benefits of AI in delivering personalized customer experiences,
refining marketing strategies, and optimizing advertising campaigns. Additionally, it
underscores the importance of addressing ethical concerns and challenges associated with AI
implementation.

In summary, this research underscores the transformative role of AI in marketing and offers
practical recommendations for businesses to effectively harness its potential. By embracing
AI, companies can unlock new growth opportunities, enhance customer satisfaction, and
maintain a competitive edge in the dynamic marketing landscape.
 Chapter -1
Industry profile and company profile
Introduction about the study

The study titled "Use of Artificial Intelligence in Marketing" explores the application of AI
technology in the field of marketing. With advancements in machine learning and data
analytics, AI has revolutionized traditional marketing strategies. This study aims to examine
how AI can enhance marketing efforts, improve customer targeting, and drive business
60
growth. By analyzing large volumes of consumer data, AI algorithms can also provide
important inputs and predictive analytics, enabling marketers to personalize their campaigns
and tailor offerings to individual customers. Furthermore, AI-powered chatbots and virtual
assistants enable seamless customer interactions and round-the-clock support. The study
4
investigates various AI methods, like natural language processing, image recognition, and
sentiment analysis, and their impact on customer segmentation, advertising optimization,
and customer relationship management. It also explores ethical considerations and
challenges associated with AI implementation in marketing, such as data privacy and
algorithmic biases. Ultimately, this research aims to shed light on the transformative
potential of AI in marketing and provide valuable insights for businesses seeking to
leverage this technology to gain a competitive edge in today's digital landscape.
 1.1 Industry Profile: -

The Electrical Equipment Industry is a diverse sector that manufactures a wide

range of products for global customers. This industry operates with high fixed costs and relies on
essential raw materials like copper, aluminum, and steel. The industry's financial performance is
influenced by macroeconomic conditions and fluctuations in commodity prices.
21
To evaluate the industry's performance, several important statistics are regularly released, such as
the Purchasing Managers Index from the Institute of Supply Management, Durable Goods
Orders, and capacity utilization figures from the Federal Reserve Board. Research and
5
development investments play a crucial role in this industry to keep up with short product life
cycles and achieve standardization, which enhances companies' competitiveness.

Typically, net margins in this industry hover around 10%. Companies with low or no debt tend to
achieve net margins similar to their operating margins. Conversely, companies with significant
debt obligations often have net margins in the single digits. The industry has a history of
substantial merger and acquisition activities, as scale plays a pivotal role in profitability.
Companies utilize equity, debt markets, and cash to expand their operations and make
acquisitions based on the comparative cost of capital and risk tolerance.

Investors should be aware that larger companies with a proven track record of successful
acquisitions carry less risk. Acquisitions provide opportunities to set foot in new markets, access
new products, and attain cost synergies, all of which contribute to the company's growth and
profitability.
1.2 COMPANY PROFILE:

Power Control Equipments (PCE) is a prominent company in southern India that was founded by
Mr. Anand Talikoti in 1988, driven by a dedication to quality and technology. With extensive
experience and effective leadership, PCE has emerged as a leading manufacturer of electrical
control panels in the subcontinent of India. The handling team possesses a collective industrial
experience of over 32 years, which fuels the company's vision, planning, and motivation to
produce top-notch products within specified timelines.

37
Having operated for more than three decades, PCE has developed expertise in manufacturing
panels and air-insulated bus ducts. The company operates two expansive manufacturing facilities
located in Jigani and Hosur, both equipped with state-of-the-art CNC machines for fabrication,
24
Gas Metal Arc Welding processes, and hot oven drying for post powder coating. Supported by a
distinctly qualified technical person and a dedicated workforce, PCE's manufacturing units
operate with remarkable efficiency.

PCE places utmost importance on delivering products of the highest quality, subjecting all its
offerings to rigorous quality tests supervised by experts. As a pioneering feat, PCE has
successfully tested its panels to reach the latest global technology standards such as IEC 6143
and IEC 6164, making it the first Indian company to achieve this milestone. Additionally, PCE
has collaborated with Schneider Electric to Produce Blokset design panels, thereby catering to
the requirements of OEM customers.

Recognizing the seriousness of customer service and timely support, PCE maintains a sincere
service team at its headquarters and branch offices. Furthermore, the company offers Annual
Maintenance Undertakings to enhance customer satisfaction.

In conclusion, PCE remains steadfast in its commitment to deliver exceptional quality products
and service to its customers, driven by a team of experienced professionals and a strong focus on
innovation and continuous improvement.

VISION & MISSION

Power Control Equipments is dedicated to providing customers with electrical control panels that
are of superior quality, technologically advanced, and delivered on time. The company prides
itself on its commitment to quality and technology, which form the foundation of its operations.
QUALITY POLICY
Adapting latest technology and updating the design inputs. Improving methods and processes by
streamlining functional teams.

PRODUCT PROFILE:

1 LV SWITCH GEARS:

The Power Control Center (PCC) is an electrical panel that comprises various components such
as Incomer Circuit Breaker(s), Feeder Circuit breakers, control devices, and monitoring devices.
It is divided into different vertical sections that monitor and regulate different electrical
parameters.

On the contrary, a Motor Control Center (MCC) is an assembly of several motor starters and a
Main Incoming Circuit Breaker. It may include various types of starters, such as DOLs,
Star-Delta Starters, Soft Starters, and Variable frequency drives, along with the necessary control
logic.

The Automatic Power Factor Correction (APFC) Panel includes Capacitor Duty
Contactors/Thyristors, Capacitors, Harmonic Filters, Incomer and Outgoing Breakers, APFC
Relay, and control devices. Its primary function is to regulate the Power Factor automatically or
manually to maintain it at the desired level.
The DG Panels consist of Solo and Synchronization types. The Solo Generator panel is suitable
for situations where the load is minimal, and AMF operation is required, and synchronization of
two or more DGs is not needed. It has all the necessary human and DG protection with the latest
switchgears.

67
The DG Synchronization panel, on the other hand, is used for paralleling two or more DGs to
share the total load. It helps transfer the load from one unit to another during the service period
to prevent any critical load interruption or production loss. These panels have different
specifications such as IP 54, Copper/Aluminum busbar, and can handle up to 5000kVA (solo)
and nx4000kVA (synchronization) with up to 100kA capacity.

2 MV SWITCH GEARS:

Power Control Equipments offer Medium Voltage (MV) Panels that can operate up to 11kV.
Their panels undergo rigorous testing for Short Circuit & Dielectric properties to ensure a higher
degree of safety and performance. The modular design with building block concepts allows for
add-on features, making them apt for both indoor and outdoor applications. Additionally, our
panels have separate compartments to house Breakers, CTs, and PTs, and we conduct In-house
Temperature Rise Tests for quality assurance.

Their range of panels includes Power Panels with a 25kA rating, IP54 protection, and
copper/aluminum busbar. They also provide Relay & Metering Panels, Motor Control Centers
59
with IP54 protection, and NIS & NGR Panels with a capacity of 100A and 63 .10 sec. These
panels are ideal for students who want to learn more about electrical panels and their applications
in different industries.
3 BLOKSET:
● Fixed type & draw out type panels
● IEC 6143 and IEC 6164 Conpliant Panels
● BLOKSET - 100kA @ 0.5s - Copper
● BLOKSET - 65kA @ 0.4s - Aluminium
● Digitisation - Smart Panels (IOT)
● Intelligent MCC (MotorsysTM iMCC)

INFRASTRUCTURE:
● State of the art fabrication facility.
● In house Design & Engineering facility
● Complete inhouse manufacturing facility
● Test kit upto 11kV system Voltage
● Qualified and experienced team for after sales service
● 1,00,000 + Sq. ft of work area
● Team of 200 + skilled workforce 10 + Engineers Design team
● 2 manufacturing units 3 branch offices & product support centers.

UNIQUE FEATURES:
Panels built with International Standard. Checklist at every stage of manufacturing. Supply
Chain Meet - Interaction / Rapport. First face Service setup for all Switchgears.

COMPTATERS:
● New India Electricals Ltd
● Electro Power System
● Elegant Power Systems & Controls Pvt. Ltd.
● SLD CONTROL SYSTEMS
● Eloqent Control Systems

CERTIFICATES:
SWOT ANALYSIS:

Strengths:

● Advanced technology and equipment for production and testing

● Skilled workforce and experienced management team
● Strong brand reputation and customer loyalty
● Wide range of products catering to diverse customer needs
● Efficient supply chain management and distribution network
● Robust financial performance and steady revenue growth

Weaknesses:

● High fixed costs due to the capital-intensive nature of the industry

● Dependence on raw materials prices, which can be volatile
● Lack of innovation in product design and development
● Limited geographic presence in certain regions
● Relatively low-profit margins due to intense competition

Opportunities:

● increasing demand for electric equipments in emerging markets

● Increasing emphasis on renewable energy sources and energy efficiency
● Adoption of smart grid technology and digitalization in the industry
● Expansion through mergers and acquisitions to gain market share and diversify product
offerings
● Investment in research and development to stay ahead of competitors

Threats:

● Intense competition from established and emerging players in the industry

● Regulatory changes and compliance requirements affecting manufacturing processes
● Volatility in commodity prices affecting production costs
● Technological advancements leading to the development of substitute products
● Economic downturns impacting demand for electrical equipment.

FUTURE PERSPECTIVE OF COMPANY:

The power control equipment company has a promising future as the demand for reliable and
efficient power management solutions continues to grow. With advancements in technology, the
company can leverage artificial intelligence and automation to enhance their products and
services, staying ahead in the competitive market. Strategic partnerships and a focus on
sustainability will further contribute to their success.

FINANCIAL STATEMENT

In the absence of financial statements provided by the company, it becomes challenging to assess
its financial performance, liquidity, and profitability. The lack of financial data hinders
comprehensive analysis and limits our ability to make informed judgments regarding the
company's financial health and prospects.

Chapter 2
Theoretical background of the study and Literature Review
2.1 Theoretical background of the study
The theoretical background of the study "Use of Artificial Intelligence in Marketing"
involves exploring the concepts and theories related to both artificial intelligence (AI) and
65
marketing. Here are some key theoretical aspects that could be relevant to such a study:

1) Artificial Intelligence (AI): This particular domain centers around the advancement of
intelligent systems that possess the capability to undertake activities typically
necessitating human intelligence. The study would delve into the various subfields of AI,
44
such as machine learning, natural language processing, computer vision, and expert
systems.
2) Marketing Theory: This encompasses the principles and frameworks that guide marketing
strategies and practices. It involves understanding consumer behavior, and also market
segmentation, targeting, positioning, marketing mix (product, price, place, promotion),
and marketing research.
3) Personalization and Customer Experience: AI can enhance marketing efforts by enabling
personalized experiences for customers. The study may explore theories related to
3
customization, adaptive marketing, customer segmentation, and the role of AI in creating
personalized customer journeys.
4) Data Analytics and Predictive Modeling: AI enables marketers to analyze large volumes
of data and derive actionable insights. The study could examine theories related to data
analytics, predictive modeling, data mining, and the use of AI algorithms to identify
patterns and trends in consumer behavior.
5) Consumer Decision Making: Understanding how AI impacts consumer decision-making
processes is essential. The study might explore theoretical models such as the consumer
decision journey, information processing models, and the role of AI in influencing
consumer attitudes, preferences, and choices.
6) Ethical and Social Implications: The integration of AI in marketing raises ethical and
social concerns. The study could examine theories related to privacy, transparency,
fairness, bias, and the impact of AI on society, including its influence on employment and
consumer trust.
7) Adoption and Acceptance: The study might draw upon theoretical frameworks such as
technology acceptance models to understand the factors that impact adoption and
acceptance of AI-powered marketing technologies by consumers and marketers alike.

These theoretical foundations would provide a comprehensive understanding of the use of

artificial intelligence in marketing and serve as a basis for empirical research and practical
applications in the field.

2.4 Literature Review

1. L Corbo, SC e Silva(2021): This study aims to explore the intersection of
Intelligent Systems/Artificial Intelligence (AI) and marketing, considering the
increasing interest in AI among researchers and practitioners in this field. By analyzing
164 articles published in reputable journals indexed by Web of Science and Scopus,
this review provides a comprehensive overview of the research trajectory in marketing
and AI. Using Multiple Correspondence Analysis (MCA), the selected articles uncover
significant research areas that contribute to shaping a specific research agenda. The
review highlights promising research avenues, including the adoption, utilization, and
acceptance of AI technology in marketing, the ethical implications and Issues related to
safeguarding data and privacy with AI, the role of institutional support in leveraging
7
marketing AI, and the impact on the labor market and the evolving competencies of
34
marketers. By reiterating these findings, this literature review provides valuable
perspectives for the future projects and research initiatives in the realm of AI in
marketing.

2. Dimitris C. Gkikas (2019)This paper examines the current relationship between digital
marketing and artificial intelligence (AI) in academia. It acknowledges the limited
number of scientific publications specifically focusing on the intersection of digital
marketing and AI. The research suggests that AI has the potential to benefit marketing
science in various ways. However, it highlights that most existing studies tend to address
generic aspects such as e-business, consumer behavior, and social media advertising,
35
rather than delving into specific marketing issues. The paper identifies a lack of
publications specifically dedicated to digital marketing and AI but acknowledges some
promising research attempts in this area. It aims to map the current state of AI
 applications in digital marketing, identify gaps in research, propose possible reasons for
45
the limited focus, and present a machine learning model suitable for various digital
marketing scenarios.

3
3. Assunta Di Vaio (2020): This paper provides a quantitative overview of the
academic literature on the role of Artificial Intelligence (AI) in constructing sustainable
business models (SBMs). It explores the relationship between AI, machine learning,
and sustainable development (SD), particularly in achieving the Sustainable
Development Goals (SDGs) outlined in the UN 2030 Agenda. The study also
emphasizes the significance of Knowledge Management Systems (KMS) in the cultural
shift towards AI adoption in SBMs. The findings reveal that the innovation challenge
of AI involves ethical, social, economic, and legal aspects. The paper fills a research
gap regarding KMS in AI and highlights the implications of AI for SDG#12. It offers a
10
comprehensive review of the relationship between AI and SBMs, identifies the need
for further research on KMS, and emphasizes the importance of AI in achieving
sustainable goals.

4. Srikrishna Chintalapati and Shivendra Kumar Pandey(2022):This article explores

the use of artificial intelligence (AI) in marketing, which has become a crucial factor in
the digital transformation of businesses. It categorizes marketing into five functional
themes and 19 sub-functional themes, identifying 170 featured use cases where AI is
employed to achieve high-quality outcomes and experiences. Through a systematic
literature review, the article evaluates 57 qualifying publications and ranks them based on
coverage, impact, relevance, and contributed guidance. It discusses the implications for
practitioners and academic research and proposes a future research agenda to understand
the ongoing transformation driven by the widespread adoption of AI in the marketing
landscape.

5. Thomas Davenport, Abhijit Guha (2019): This paper discusses the potential impact
of artificial intelligence (AI) on marketing strategies and customer behaviors in the
future. The authors propose a comprehensive framework that considers intelligence
levels, task types, and AI integration in robots to understand the multifaceted effects of
 AI. They emphasize the need to address all three dimensions in research, which is often
fragmented. Additionally, the authors highlight the importance of exploring policy
questions related to privacy, bias, and ethics in relation to AI. They suggest that AI will
be more effective when it enhances human managers rather than replacing them.

6. Savica Dimitrieska (2020)

This paper highlights the application of Artificial Intelligence (AI) in marketing,
specifically focusing on continuously tracking and predicting consumer purchasing
decisions and enhancing their consumer journey. The core elements of AI, namely big
data, machine learning, and powerful solutions, enable marketers to aggregate and
segment large amounts of data effortlessly, deliver targeted messages at the right time,
and draw logical conclusions from extensive data sets. The power of AI lies in its
ability to understand the world like humans, identifying concepts, interpreting
emotions, predicting consumer behavior, and generating appropriate responses. Future
advancements in AI will bring more intelligent searches, refined content delivery,
enhanced customer service, fraud prevention, sentiment analysis, image and voice
recognition, sales forecasting, and customer segmentation. This paper explores the
evolving relationship between marketers and AI machines in the coming years.

7. Abel Monfort(2022) This study investigates the role of artificial intelligence (AI) as a
marketing strategy and its impact on firm performance. It employs structural equation
42
modeling and fuzzy set qualitative comparative analysis (FsQCA) to analyze data from
278 food firms. The findings demonstrate that implementing an AI marketing strategy
positively influences performance. Moreover, marketing capabilities, customer value
30
co-creation, and market orientation are shown to have a positive relationship with
performance. The study also reveals that marketing capabilities, customer value
co-creation, and market orientation are influential factors in the development of AI
20
marketing strategies. The results from the FsQCA analysis indicate that the presence of
marketing capabilities, customer value co-creation, market orientation, and AI
marketing strategy acts as necessary and sufficient conditions for achieving higher firm
performance.
8. Bernd W. Wirtz(2018):This study examines the advances in artificial intelligence (AI)
25
and its potential applications in the public sector. Previous research has primarily
focused on AI applications and challenges in isolation, lacking a comprehensive
overview. To address this gap, the study analyzes scientific literature to provide an
integrated understanding of AI applications and associated challenges. The results
highlight 10 areas of AI application in the public sector, explaining their value creation
and functioning, and providing specific use cases. Additionally, four major dimensions
68
of AI challenges are identified. The findings have implications for both theory and
53
practice, offering suggestions for future research in this area. Overall, this study
provides a holistic perspective on AI applications and challenges in the public sector
.

9. Laura Abrardi(2021): This study explores the economic implications of recent

advances in Artificial Intelligence (AI) and machine learning applications. It examines
the impact of AI on labor markets, firms, productivity, skill composition, innovation,
consumer behavior, and market competition. The study highlights the need for
policymakers to understand the challenges posed by AI and suggests potential public
7
policy interventions to address these changes. Overall, the study provides an overview
of the multi-faceted economic effects of AI and emphasizes the importance of
proactive policy responses to navigate the transformative impact of AI on firms and
consumers.

10.Erik Hermann: This study examines the potential impact of humanized AI

applications on consumers' attachment and its implications throughout the
stages of the consumption process. It explores how AI's emotional intelligence
can transform human-to-AI interactions into human-to-human-like interactions.
23
The research highlights the effects on consumer behavior and individual and
social lives. The study identifies research opportunities and opens avenues for
further investigation in understanding consumers' attachment to humanized AI
applications. Overall, it explores the implications and potential effects of this
attachment on consumer behavior.
11. T ORCID badge Duhachek(2022):This chapter highlights the long-standing
interest in understanding how technological change affects consumer behavior, dating
back to early consumer and marketing research. It traces the history of studying
consumer responses to technology, including a 1942 article on recording consumer
52
reactions to radio advertising. The focus now shifts to understanding how humans
36
interact with highly intelligent autonomous artificial agents, driven by the emergence
of AI technology. The chapter provides a historical overview, discusses the current
state of AI research in consumer behavior, and offers insights into key research areas
for the future.

12. Eman Ahmed Albinali (2021): This research examines the utilization of Artificial
Intelligence (AI) in social media and its potential impact on consumer behavior. It
highlights how businesses leverage AI to analyze popular topics and trends, providing
46
valuable insights into consumer behaviors. The aim is to explore how this information
can be effectively used for marketing products. The research employs a questionnaire
survey method and concludes that AI does indeed have an impact on consumer
3
behavior. Overall, the study emphasizes the role of AI in social media and its influence
on consumer behaviors.

13. Nazirul Shovo(2021):This study focuses on predictive analytics tools in artificial

intelligence marketing and aims to consolidate and showcase their strengths, limitations,
and optimal applications. It serves as a bridge between users or acquirers of these
problem-solving techniques and the professional community performing the analysis. The
study serves as a valuable and accessible reference for the remarkable advancements in
this intriguing field. It highlights the importance of predicting consumer behavior for the
success of any company. Overall, it provides a comprehensive overview of predictive
analytics in AI marketing.

14. Gautam Srivastava(2021):This study examines the use of artificial intelligence

(AI), specifically artificial neural networks, in predicting consumer behavior in
marketing. It reviews existing research papers on consumer behavior and artificial
 neural networks and identifies opportunities to develop a framework for understanding
consumer behavior using AI. The study suggests that an artificial neural network-based
57
framework can provide more accurate interpretations of consumer behavior and
explores the potential of machine learning models to monitor and forecast consumer
consumption patterns.

15. Krystyna Jarek(2019):This paper examines the application of artificial intelligence

(AI) in marketing and its implications for marketing practitioners. The authors aim to
identify the areas of AI used in marketing and understand the implications for marketing
managers. Through research on secondary data and examples of AI applications in
marketing, the analysis reveals that AI is being widely adopted in the field but primarily
at the operational level. The cautious implementation may be attributed to uncertainty
about the outcomes of AI. The examples gathered demonstrate that AI impacts all aspects
of the marketing mix, influencing consumer value delivery, marketing organization, and
management. The paper provides valuable implications for businesses, including insights
on implementing AI in marketing, designing innovations, and incorporating new skills
into marketing teams to adapt to the new technology.

16. Yin Yang(2018):This study focuses on the impact of artificial intelligence (AI),
robotics, machine learning, and automation on the marketing and sales field. It employs
56
a qualitative research methodology, utilizing multiple case studies across different
organizations. The research aims to analyze and document the changes occurring in
7
marketing and sales functionalities and job markets due to the advancements in AI
technology. The study holds significance for both academics and practitioners, offering
valuable insights into the revolution and evolution of the marketing and sales field in
the AI age.

17. Dr.P.Radhakrishnan(2021): AI marketing leverages artificial intelligence

technologies to automate decision-making processes based on data analysis, audience
insights, and market trends. It enables tailored communication with customers at the
right time, enhancing efficiency without human intervention. AI is often used to
support marketing teams or handle tactical tasks that require less human nuance.
Artificial intelligence is seen as a significant technological advancement, likened to an
 industrial revolution, with the potential to address current and future challenges and
create new industries, technologies, and environments. It is believed to offer solutions
and transformative possibilities for various sectors.

18. Kok-Lim Alvin Yau (2021): This study presents an artificial intelligence marketing
(AIM) framework that utilizes AI to process big data, generate knowledge, and
enhance customer relationships in a knowledge-based environment. The framework
consists of three components: pre-processor, main processor, and memory storage. The
main processor uses AI to make real-time decisions and reasoning based on structured
data. The AIM framework enhances customer relationships by improving trust,
satisfaction, commitment, engagement, and loyalty. The study highlights the
interdisciplinary nature of AI and marketing and suggests future research directions in
this field.

19. M Dolores Méndez-Aparicio (2021): Data science has become a crucial discipline
in the 21st century, offering companies opportunities to collect and process customer
data for customer-centric business management. Advancements in facial, sensory, text,
voice, and image recognition contribute to intelligent responses that closely mimic
human thinking. This interaction between disciplines creates a new asset for
companies: knowledge. Applied data science enables companies to enhance customer
loyalty and retention by incorporating warmth and empathy, aligning with the
principles of marketing 5.0 focused on virtual existence and total digitalization.

20. Dr. Amar P Narkhede (2021):Artificial Intelligence (AI) has become an integral part
of the digital era, impacting various aspects of businesses and positively influencing
consumer experiences. Advanced technologies such as Neuromarketing, Marketing
Automation, Image processing, Image recognition, and voice recognition, facilitated by
AI, contribute to enhancing customer experience and addressing challenges in
customer retention and acquisition. AI acts as a bridge between organizations and
customers, reducing the gap and improving customer engagement and satisfaction.
 Both larger and smaller organizations are leveraging AI to gain a competitive
advantage and provide better customer experiences, making marketing more dynamic
and driving the market forward.

Chapter -3
3.1 Statement of the problem

The rapid advancement of artificial intelligence (AI) has transformed various industries, and
40
marketing is no exception. AI technologies, such as machine learning algorithms, natural
50
language processing, and predictive analytics, have the potential to revolutionize marketing
strategies and practices. However, despite the growing interest and adoption of AI in
32
marketing, there is a need to conduct a comprehensive study to examine its impact,
challenges, and potential benefits.
The problem at hand is the lack of in-depth understanding of how AI can be effectively
48
utilized in marketing. While there have been isolated case studies and anecdotal evidence
showcasing successful AI implementations in marketing campaigns, there is a scarcity of
systematic research that explores the broader implications of AI adoption in the marketing
domain.
What are the potential benefits and advantages of using AI in marketing? How does AI
improve customer segmentation, personalized targeting, and customer experience?
How does the implementation of AI impact consumer behavior, preferences, and purchasing
decisions?

3.2 Need of the study

Enhancing customer targeting and segmentation for more effective marketing campaigns.
Optimizing marketing spend and resource allocation through AI-powered analytics.
Improving customer experience and personalization for increased customer satisfaction and
loyalty.
Exploring new avenues for customer acquisition and lead generation using AI technologies.
Gaining competitive advantage by staying abreast of AI-driven marketing trends and
innovations.

3.3 Objectives of the study

43
The study has been carried out to fulfil the following important objective
To examine the impact of AI on marketing strategies, customer experiences, and
overall business performance.

To explore the effectiveness of AI-powered personalization and customer

segmentation in enhancing marketing outcomes.

3.4 Scope of the study

The scope of the study on the "Use of Artificial Intelligence in Marketing" encompasses
examining the application and impact of AI in various marketing domains, including customer
segmentation, personalized advertising, predictive analytics, customer experience
enhancement, data-driven decision-making, and ethical considerations. It aims to explore how
AI technologies are reshaping marketing practices, consumer behavior, and organizational
strategies, providing valuable insights for marketers and stakeholders in leveraging AI for
effective and ethical marketing strategies.
 3.5 Research methodology
Research is a systematic and comprehensive study or investigation conducted to explore a
specific topic. It involves gathering and analyzing relevant data and information from
various sources. Research methodology refers to the scientific approach and techniques used
to conduct research effectively. It is important for researchers to understand and apply
appropriate methods to address their research problems.

During the research process, researchers follow a set of steps to study their research
problem in depth. These steps are backed by careful collection, compilation, presentation,
and interpretation of data and details. The research findings should be based on factual
28
observations and accurate data. The investigation should provide reliable support for the
research findings, and a scientific methodology of analysis should be employed to analyze
the facts and interpret the results logically.
29
Researchers need to have a clear understanding of not only the research methods and
techniques but also the methodology behind their choices. They should be able to justify
why they selected a particular method or technique and why other options were not chosen.
This ensures that the research results can be evaluated by the researcher and others in a
meaningful way.

The ultimate goal of research is to arrive at logical conclusions through rigorous analysis.
6
These conclusions can be used by decision-makers to inform their actions and solutions. By
employing a well-defined research methodology, researchers can provide valuable insights
that contribute to knowledge and decision-making processes.

The research can be done using primary data and secondary data the method used in
research is- Questionnaire method

I. The research approach: Survey Method

II. The research instrument: Questionnaire
III. The respondents: The employees of the organization
IV. Type of Research: In this project descriptive research and exploratory is used
V. Sample Technique: Convenience Sampling
VI. Sample size: 80 Respondents
VII. Data collection method:
 a. Primary data
b. Secondary data
3.6 Hypotheses

H0: There is no significant Effect of artificial intelligence on marketing.

H1: There is a significant Effect of artificial intelligence on marketing.

19
3.7 Limitations of the study

Sample Size and Generalizability: The study may have a limited sample size, which
could impact the generalizability of the findings to a larger population. If the study focuses
on a specific industry, region, or company, the results may not be representative of the
broader marketing landscape.

Data Availability and Quality: The availability and quality of data can significantly
impact the accuracy and reliability of AI-driven marketing initiatives. Limitations in
accessing comprehensive and reliable data could restrict the scope and validity of the study's
findings.

Ethical Considerations: The study might face challenges in addressing ethical

considerations associated with AI in marketing. Ethical concerns such as privacy, data
security, bias, and the potential for manipulation need to be carefully addressed to ensure the
study's integrity.

Technological Advancements and Rapid Changes: The field of AI and marketing

technologies is constantly evolving. The study might become outdated quickly due to the
rapid pace of technological advancements, rendering some findings obsolete or less relevant
in a short period.

38
Implementation Challenges: The successful implementation of AI in marketing requires
technical expertise, infrastructure, and organizational support. The study may not be able to
capture the complexities and challenges faced by companies during the implementation
phase, limiting the practical insights it can provide.
Lack of Long-term Impact Assessment: The study might have a limited timeframe,
making it difficult to assess the long-term impact of AI on marketing effectiveness,
customer behavior, and overall business performance. Longitudinal studies are necessary to
understand the sustained effects of AI implementation.

Human Factors and Integration: AI should complement human efforts in marketing

rather than replacing them entirely. The study might not fully capture the interaction and
31
collaboration between AI systems and human marketers, potentially neglecting the
importance of human decision-making and creativity.

Cultural and Contextual Variations: Marketing practices and consumer behavior can
47
vary significantly across different cultures, regions, and industries. The study's findings
might not account for these variations, limiting their applicability in diverse contexts.

It is crucial for researchers to acknowledge and address these limitations to ensure the
8
study's credibility and contribute meaningful insights to the field of AI in marketing.

3.8 Chapter Scheme

Chapter 1: Introduction

The first chapter of this report provides an overview of the industry and the company under
study. It includes a detailed description of the company's background, mission, and quality
policy. Additionally, it covers the company's service profile, areas of operation,
infrastructure facilities, competitor analysis, and a SWOT (Strengths, Weaknesses,
Opportunities, Threats) analysis of the organization.

Chapter 2: Theoretical Background and Literature Review

The second chapter focuses on the theoretical background related to the chosen subject
matter. It explores the topic in depth, aiming to enhance the reader's understanding and
facilitate the analysis. Moreover, it incorporates a comprehensive literature review,
9
incorporating insights and perspectives from various authors who have defined and shared
opinions on the subject.

Chapter 3: Research Design

Chapter three delves into the research design employed in this project, providing a clear
understanding of the statement of the problem, the need for the study, research objectives,
scope, research methodology, hypotheses, and limitations of the study. This chapter serves
to outline the overall structure and framework of the research.

Chapter 4: Analysis and Interpretation

In the fourth chapter, the collected data is analyzed and interpreted. The information is
presented through relevant tables and graphs to facilitate a better understanding of the
project. Statistical tools are employed to obtain results and draw meaningful conclusions
from the data analysis.

Chapter 5: Conclusion and Recommendations

The final chapter serves as a summary of the entire project. It includes a concise project
summary, followed by a comprehensive conclusion derived from the observations made
throughout the study. Additionally, this chapter provides valuable suggestions and
recommendations for the company based on the findings, aiming to offer clarity and
potential improvements based on the observations made.
 Chapter-4

Analysis and Interpretation

4.1 Questionnaire method: The questionnaire method is a widely used aspect for
gathering opinions and obtaining clarity on organizational performance and worker
55
perspectives. Its popularity stems from several advantages, such as:
Convenience and Ease of Use: The questionnaire method is convenient and can be easily
created using digital platforms like Google Forms and other applications.
Wide Distribution: Questionnaires can be shared rapidly through email, WhatsApp, and
62
social media platforms, allowing for a broader reach and responses from individuals
across different locations.
Boundless Reach: There are no geographical boundaries to distribute questionnaires,
enabling data collection from participants around the globe.
Reduced Paper Usage: Digital questionnaires eliminate the need for printed copies,
reducing paper consumption and promoting environmental sustainability.
Storage and Retrieval: Digital questionnaires can be stored and retrieved easily, allowing
for efficient data management and analysis.
Enhanced Clarity: Questionnaires provide a structured format for gathering responses,
ensuring clarity and consistency in the collected data.
Cost and Time Savings: By utilizing digital platforms, the costs associated with printing,
transportation, and administration of physical questionnaires can be significantly
reduced.
Increased Participant Engagement: Written responses often encourage individuals to
49
express their opinions more freely, leading to richer and more detailed feedback.
Efficient Data Collection: Digital questionnaires facilitate streamlined data collection
processes, enabling researchers to gather and analyze responses efficiently.
Time and Resource Optimization: The utilization of digital platforms for questionnaire
26
distribution eliminates the need for printing and saves valuable time and resources that
would have been spent on physical distribution.
For the specific project mentioned, using Google Forms for the survey proved
advantageous due to its ease of circulation, time and cost savings, and the tendency of
 individuals to provide more comprehensive feedback in written form.

4.2 Graphical representation

From the circulation of Questionnaires to the staff I have got the following responses.
The questions given below are from the questionnaire which was circulated to the
employees.

1. Have you ever heard of artificial intelligence being used in marketing?

Table no: 4.1

Response from the questionnaire are: -

Opinion No of respondents percentage

Yes 78 97.5

No 2 2.5

Total 80

Chart no 4.1

Interpretation:Out of 80 responses 97.5% of employees know about artificial intelligence.

The remaining 2.5% of employees didn't know about artificial intelligence.
Analysis: According to the survey responses from 80 participants, 97.5% of them
have heard of artificial intelligence being used in marketing, while only 2.5% have
not. This indicates a high level of awareness and knowledge about AI's role in the
marketing field. The majority of respondents recognize the impact and importance of
AI in shaping marketing practices.

2. Do you think artificial intelligence will play a significant role in marketing in the
future?

Table no: 4.2

Response from the Questionnaire

Opinion No of respondents Percentage

Yes 56 70%

No 1 1.2%

Maybe 23 28.7%

Total 80

Chart no 4.2

Interpretation:Based on the survey responses from 80 participants, 70% of 18them

6
believe that artificial intelligence will play a significant role in marketing in the
future. Only 1.2% disagreed, while 28.7% were uncertain.

Analysis: According to the survey responses from 80 participants, 70% of them

6
believe that artificial intelligence will play a significant role in marketing in the future.
This indicates a strong belief in the potential of AI to impact marketing practices
positively. Only 1.2% of respondents expressed a negative opinion, while 28.7% were
unsure or had a neutral stance. The majority of participants see AI as a key driver for
future advancements in marketing.

3.Have you personally used artificial intelligence in your marketing

efforts?

Response from the Questionnaire

Table no 4:3

Opinion No of respondents Percentage

yes 58 72.5%

No 22 27.5%

Total 80

Chart no 4.3

Interpretation: According to the responses gathered from the questionnaire, 72.5% of

the respondents (58 out of 80) have employed artificial intelligence in their marketing
efforts. In contrast, 27.5% of the participants (22 out of 80) have not utilized AI for their
marketing endeavors.
Analysis: These results indicate a significant adoption of AI in marketing, showcasing its
potential to enhance marketing strategies and campaigns. The findings suggest a growing
recognition of the benefits AI can bring to marketing activities.

4. Have you used artificial intelligence to improve your website's user experience?

Table no 4.4

Responses from the Questionnaire:

Opinions No of respondents Percentage

yes 68 85%

no 12 15%

total 80

Chart no 4.4

Interpretation: According to the responses from the questionnaire, 85% of the

respondents have used artificial intelligence to enhance their website's user experience,
while only 15% have not implemented AI for this purpose.

Analysis: These results demonstrate a significant inclination towards leveraging AI for

improving website user experiences, highlighting the growing adoption of AI
technologies in this domain.
 5. What types of artificial intelligence have you used in your marketing
efforts?(Select all that apply)

1
Table no: 4.5

Response from the Questionnaire:

Opinion No of respondents Percentage

Chatbots 72 90%

Recommendation 7 8.8%
engines

Predictive analytics 70 87.5%

Natural language 25 31.3%

processing

Other 21 26.3%

total 80

Chart no 4.5
 Interpretation: Based on the responses from the questionnaire, the most widely used
types of artificial intelligence in marketing efforts were chatbots, with 90% of
respondents utilizing them. Predictive analytics closely followed, with 87.5% of
respondents employing this technology. Other AI applications, such as recommendation
engines, natural language processing, and other unspecified options, were used by
smaller proportions of respondents, ranging from 9% to 31.3%.

Analysis:

Based on the responses from the questionnaire regarding the types of artificial
intelligence utilized in marketing efforts, the analysis is as follows:

1) Chatbots emerged as the most commonly used AI technology in marketing, with 90%
of respondents (72 out of 80) employing them.
2) Predictive analytics also demonstrated significant adoption, with 87.5% of respondents
(70 out of 80) utilizing this technology.
3) Recommendation engines were utilized by a limited number of respondents in their
marketing strategies, with only 8.8% (7 out of 80) incorporating them into their
approaches.
4) Natural language processing (NLP) and other AI technologies received moderate
adoption rates, with 31.3% (25 out of 80) and 26.3% (21 out of 80) of respondents
using them, respectively.

These findings highlight the prominence of chatbots and predictive analytics in

marketing efforts, while indicating potential areas for increased utilization of
recommendation engines, NLP, and other AI technologies.

6. How effective do you think artificial intelligence is at improving marketing

performance?

Table no:4.6

Responses from the Questionnaire

Opinion No of respondents Percentage Rank

Very effective 67 83.8% 4

Somewhat 11 13.8% 3
effective

Not very effective 2 2.5% 2

Not at all effective 0 0 1

Total 80

Chat no 4.6
Interpretation: According to the responses from the questionnaire, the majority of
respondents (83.8%) believe that artificial intelligence is very effective in improving
marketing performance, ranking it as a 4 on a scale of effectiveness. A smaller
percentage (13.8%) consider it somewhat effective, while only a small proportion (2.5%)
perceive it as not very effective.

Analysis :. These results highlight a strong perception of AI's positive impact on

marketing performance, with the majority ranking it as highly effective.

7.Using artificial intelligence in marketing can result in an individualized encounter

for customers.

Table no 4.7

Responses from the Questionnaire :

Opinion No of respondents Percentage Rank

Strongly disagree 2 2.5% 1

disagree 2 2.5% 2

neutral 8 10% 3

agree 30 37.5% 4

Strongly agree 38 47.2% 5

Total 80

Chart no 4.7
Interpretation: The questionnaire responses indicate that the majority of respondents, 47.2%
(38 individuals), strongly agree that using artificial intelligence in marketing can result in an
individualized encounter for customers. Additionally, 37.5% (30 individuals) agreed with this
statement. A smaller percentage of respondents, 10% (8 individuals), remained neutral. On the
other hand, only a small portion of respondents, 2.5% (2 individuals) each, disagreed or
strongly disagreed with the idea.

Analysis: The responses from the questionnaire shows that a majority of 84.7% (68 out of 80)
respondents either agree or strongly agree that using artificial intelligence in marketing can
result in an individualized encounter for customers, indicating a positive perception towards
AI in marketing.
8. There has been an increase in customer engagement since implementing artificial
intelligence in our marketing efforts.

Table no 4.8

Responses from the Questionnaire

Opinion No of respondents Percentage Rank

Strongly disagree 2 2.5% 1

disagree 2 2.5 2

neutral 8 10% 3

agree 30 37.5% 4

Strongly agree 38 47.5% 5

Total 80

Chart no 4.8
 Interpretation:
12
Based on the responses from the questionnaire, it is apparent that the majority of
respondents, with a percentage of 47.5% (38 out of 80), strongly agree that customer
engagement has increased since implementing artificial intelligence in their marketing
efforts. Additionally, 37.5% (30 out of 80) of respondents agree with this statement. A
smaller proportion of respondents, 10% (8 out of 80), expressed a neutral opinion.
Significantly, there were (2 out of 80) respondents who disagreed or strongly disagreed.

Analysis: The responses shows that a majority of respondents (85%) either agree or
strongly agree that customer engagement has increased since implementing artificial
intelligence in marketing efforts. However, a small percentage (5%) either disagree or
strongly disagree with this statement.

9. Artificial intelligence can help to identify new marketing opportunities.

1
Table no 4.9
Responses from the Questionnaire are:
opinion No of percentage Rank
Respondents

Strongly agree 39 48.8% 5

agree 29 36.2% 4

neutral 10 12.5% 3

Strongly disagree 2 2.5% 1

Disagree 0 0 2

Total 80

Chart no 4.9
 61
Interpretation: Based on the responses from the questionnaire, it is apparent that a
66
significant portion of the respondents, 85% (68 out of 80), believe that artificial
intelligence can assist in identifying new marketing opportunities. Among them, 48.8%
54
(39 out of 80) strongly agree with this statement, ranking it as 5 on a scale of 1 to 5.
Additionally, 36.2% (29 out of 80) agree with the statement, ranking it as 4. A smaller
proportion of respondents, 12.5% (10 out of 80), remain neutral on the matter. Only a
combined total of 2.5% (2 out of 80) strongly disagree or disagree with the notion.
1
Analysis: These results indicate a general consensus among the respondents regarding
AI's potential to uncover new marketing opportunities.

10.Artificial intelligence can help to reduce marketing costs.

Table no 4.10
 Responses from the Questionnaire are:

opinion No of Respondents percentage Rank

Strongly agree 41 51.2% 5

agree 25 31.3% 4

neutral 9 11.2% 3

Strongly disagree 2 2.5% 1

Disagree 3 3.8% 2

Total 80

Chart no 4.10

Interpretation: The questionnaire results indicate that a majority of respondents (51.2%)

64
strongly agree that artificial intelligence can help reduce marketing costs. Additionally,
12
31.3% of respondents agree with this statement, while 11.2% remain neutral. Only a
small percentage of respondents (2.5%) strongly disagree, and an even smaller
percentage (3.8%) disagree.

Analysis: The majority opinion suggests that artificial intelligence has the potential to be
effective in reducing marketing costs, as indicated by the high percentage of respondents
who agree or strongly agree. The results highlight a positive perception of AI's ability to
positively impact marketing expenses.

1
11. Using artificial intelligence in marketing can lead to more accurate sales
forecasting
Table no 4.11
Responses from the Questionnaire are:
opinion No of Respondents percentage Rank

Strongly agree 40 50% 5

agree 26 32.5% 4

neutral 9 11.2% 3

Strongly disagree 2 2.5% 1

Disagree 3 3.8% 2

Total 80

Chart no 4.11

Interpretation:Based on the questionnaire responses from 80 participants, it can be

interpreted that a majority of 50% strongly agree and 32.5% agree that using artificial
intelligence in marketing can lead to more accurate sales forecasting. This indicates a
positive perception of AI's impact on sales forecasting accuracy. A smaller proportion of
respondents (11.2%) were neutral, while only a minority of 2.5% strongly disagreed and
3.8% disagreed with the statement

Analysis: The findings suggest that a significant portion of the respondents recognize the
potential benefits of AI in enhancing sales forecasting accuracy in marketing.

12. Artificial intelligence may eventually replace certain tasks performed by human
2
marketers, but it is unlikely to completely replace human marketers altogether.

Table no 4.12

Responses from the Questionnaire are:

opinion No of Respondents percentage Rank

Strongly agree 35 43.8% 5

agree 20 25% 4

neutral 10 12.5% 3

Strongly disagree 4 5% 1

Disagree 11 13.8% 2

Total 80

Chart no 4.12

17
Interpretation: The majority of respondents (69.4%) either agree or strongly agree that
artificial intelligence may eventually replace certain tasks performed by human
marketers. However, a considerable percentage (18.8%) hold a neutral or opposing view,
with 12.5% being neutral and 5% strongly disagreeing.
16
Analysis: The data reflects a diverse range of perspectives on the impact of AI on the
marketing industry. While many acknowledge its potential, there is still a significant
proportion of respondents who hold reservations or disagree with the idea of complete
replacement, emphasizing the ongoing importance of human marketers in the field.

13. Using artificial intelligence in marketing can help to improve customer

satisfaction.

Table no 4.13
2
Responses from the Questionnaire are:
opinion No of Respondents percentage Rank

Strongly agree 40 50% 5

agree 26 32.5% 4

neutral 10 12.5% 3

Strongly disagree 2 2.5% 1

Disagree 2 2.5% 2

Total 80

Chart no 4.13
Interpretation: The questionnaire results indicate that a majority of the respondents
(50%) strongly agree that using artificial intelligence in marketing can improve customer
satisfaction. Additionally, 32.5% of the respondents agree with the statement. However, a
small percentage of respondents (2.5%) strongly disagree or disagree with the idea.

Analysis:The majority agreement from the respondents suggests a positive outlook on

22
the help of artificial intelligence in marketing for improving customer satisfaction.
However, it's important for businesses to address concerns and educate customers about
the benefits and limitations of AI to ensure widespread acceptance and understanding.

15
14. Artificial intelligence can help to improve customer retention.
2
Table no 4.14
 Responses from the Questionnaire are:

opinion No of Respondents percentage Rank

Strongly agree 36 45% 5

agree 27 33.8% 4

neutral 10 12.5% 3

Strongly disagree 3 3.8% 1

Disagree 4 5% 2

Total 80

Chart no 4.14

17
Interpretation:The majority of respondents, 45%, strongly agree that artificial intelligence
can help improve customer retention, indicating a high level of confidence in its potential
27
benefits. An additional 33.8% of respondents agree with this statement, further supporting
the notion that AI has a positive crash on customer retention. A small portion of
respondents (12.5%) expressed a neutral stance, while a combined 9.8% disagreed or
strongly disagreed.
22
Analysis: The results indicate a generally positive sentiment towards the idea that artificial
intelligence can contribute to customer retention. With 78.8% of respondents either strongly
 agreeing or agreeing, there is a clear majority supporting the potential benefits of AI in this
context. However, it is worth noting that a small proportion of respondents (16.8%)
expressed a neutral or negative opinion, suggesting the need for further investigation or
clarification on the specific applications and benefits of AI for customer retention.

15.Using artificial intelligence in marketing can help to improve brand awareness.

Table no:4.15
2
Responses from the Questionnaire are:
opinion No of Respondents percentage Rank

Strongly agree 39 48.8% 5

agree 27 33.8% 4

neutral 10 12.5% 3

Strongly disagree 1 1.3% 1

Disagree 3 3.8% 2

Total 80

Chart no 4.15
 Interpretation:-The majority of respondents (48.8%) strongly agree that using artificial
intelligence in marketing can improve brand awareness. An additional 33.8% agree with
the statement, indicating a significant positive sentiment overall. Only a small percentage
of respondents (3.8%) disagree with the idea, while an even smaller percentage (1.3%)
strongly disagree.

Analysis :The analysis suggests that a substantial majority of respondents recognize and
acknowledge the potential of artificial intelligence in improving brand awareness. This
indicates a positive trend towards embracing AI as a valuable tool in marketing
strategies.

16. Using artificial intelligence in marketing can help to improve customer

acquisition.

Table no: 4.16

Responses from the Questionnaire
Opinion No of respondents Percentage Rank

Strongly disagree 2 2.5% 1

disagree 2 2.5% 2

neutral 12 15% 3

agree 28 35% 4

Strongly agree 36 45% 5

 Total 80
Chart no 4.16

51
Interpretation:According to the questionnaire responses, 45% of the respondents
strongly agree that using artificial intelligence in marketing can help improve customer
14
acquisition. This is the highest percentage among all the options. Following that, 35% of
the respondents are agree with this statement. 15% of the respondents chose a neutral
opinion, while only 2.5% of the respondents both disagreed and strongly disagreed with
the statement.

Analysis: Overall the findings suggest that a substantial portion of the surveyed
individuals perceive AI as beneficial for customer acquisition in marketing. These results
indicate a positive inclination towards leveraging AI in marketing strategies to enhance
customer acquisition efforts and organisational policies.
 2
4.4 Analysis

H0: There is no significant change in “use of artificial intelligence marketing”

H1: There is a significant change in “use of artificial intelligence marketing”

Correlation

1. The Correlation of the statement is the relationship between two variables such as
Using artificial intelligence in marketing can result in an individualized
encounter for customers..and There has been an increase in customer
engagement since implementing artificial intelligence marketing.
1)

Using There has been

artificial an increase
intelligen in customer
ce in engagement
marketin since
g can implementing
result in artificial
an intelligence in
individua our marketing
lized efforts.
encounte
r for
customer
s.

Personalized 1
Experience

customer 0.3447. 1
engagement
 Conclusion
41 39
Based on the correlation coefficient of 0.3447, we can infer that there exists a positive, albeit
weak, association between the utilization of artificial intelligence in marketing and customer
engagement. This implies that incorporating AI in marketing strategies has resulted in a modest
improvement in customer engagement, although the impact may not be significant.

Correlation
2
2. The Correlation of the statement is the relationship between two variables such as
15
Artificial intelligence can help to reduce marketing costs. and
Using artificial intelligence in marketing can lead to more accurate sales forecasting.

2)
Artificial Using artificial
intelligen intelligence in
ce can marketing
help to can lead to
reduce more
marketin accurate
g costs. sales
forecasting.

Reduces 1
marketing
costs.

Accurate sales 0.8061 1

forecasting.
 Conclusion 33
Based on the correlation coefficient of 0.8061, we can conclude that there is a positive
relationship between using artificial intelligence in marketing and accurate sales forecasting.
This suggests that employing artificial intelligence in marketing can lead to more precise sales
predictions.
 Chapter 5
Findings, Conclusion And Suggestion
5.1 Findings:
Personalized Experience: AI in marketing enables businesses to collect and analyze large
amounts of customer data, allowing for more personalized experiences. By leveraging AI
algorithms and machine learning techniques, businesses can understand customer preferences,
behavior, and purchase history to deliver tailored marketing messages and recommendations.
This personalization can enhance the overall customer experience.
Increased Customer11Engagement: The positive correlation suggests that implementing AI in
marketing efforts has led to a higher level of customer engagement. AI-powered marketing
strategies can effectively target customers with relevant content, offers, and recommendations,
capturing their attention and driving interaction. By leveraging AI's capabilities, businesses can
optimize their marketing campaigns and deliver more compelling and personalized content,
leading to improved customer engagement metrics.

5.2 Conclusion
Based on the positive correlation and the benefits of AI in marketing, it can be concluded that
incorporating artificial intelligence into marketing efforts can result in an individualized
encounter for customers and result in increased customer engagement. By leveraging AI
algorithms and techniques, businesses can better understand their customers, deliver tailored
63 13
marketing messages, and optimize campaigns, ultimately driving better business outcomes and
customer satisfaction. It is important to continuously monitor and analyze the impact of
AI-powered marketing efforts to make data-driven decisions and refine strategies for maximum
effectiveness.

5.3 Suggestion
Leverage AI for Customer Insights: Continuously analyze and leverage customer data using AI
58
algorithms to gain valuable insights into customer preferences, behaviors, and needs. This
information can help tailor marketing strategies and campaigns to better resonate with customers.

Implement AI-Powered Personalization: Utilize AI-driven personalization techniques to deliver

customized content and experiences to individual customers. This can include personalized
product recommendations, targeted email campaigns, dynamic website content, and personalized
advertising. AI algorithms can analyze customer data in real-time to deliver timely and relevant
marketing messages.
Optimize Marketing Channels with AI: Utilize AI tools to optimize marketing channels and
improve campaign performance. AI can automate tasks such as ad targeting, A/B testing, and
campaign optimization, allowing marketers to focus on strategy and creative elements.