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Artificial Intelligence (AI) has vast potential in marketing.
It aids in proliferating
information and data sources, improving software's data management
capabilities, and designing intricate and advanced algorithms. AI is changing
the way brands and users interact with one another. The application of this
technology is highly dependent on the nature of the website and the type of
business. Marketers can now focus more on the customer and meet their
needs in real time. By using AI, they can quickly determine what content to
target customers and which channel to employ at what moment, thanks to the
data collected and generated by its algorithms. Users feel at ease and are more
inclined to buy what is offered when AI is used to personalise their
experiences. AI tools can also be used to analyse the performance of a
competitor's campaigns and reveal their customers' expectations.
Machine Learning (ML) is a subset of AI that allows computers to analyse and
interpret data without being explicitly programmed. Furthermore, ML assists
humans in solving problems efficiently. The algorithm learns and improves
performance and accuracy as more data is fed into the algorithm. For this
research, relevant articles on AI in marketing are identified from Scopus,
Google scholar, research Gate and other platforms. Then these articles were
read, and the theme of the paper was developed. This paper attempts to
review the role of AI in marketing. The specific applications of AI in various
marketing segments and their transformations for marketing sectors are
examined. Finally, critical applications of AI for marketing are recognised and
analysed.
Artificial Intelligence (AI) will become an integral part of every commercial
entity across the globe in the long term. The new trends in AI-driven automation
reflect substantial changes in the AI landscape. It is evident in the form of
reconfigured ideas, interests, and investments in the field of AI adoption by the
enterprise. This technology is sophisticated enough to recognise faces and
objects, which has enormous implications for various business applications. For
security purposes, facial recognition can distinguish individuals; On the other
hand, object detection can be used to distinguish and analyse images. AI treats
human images like cookies, allowing for more personalised services based on
customers' preferences. Some businesses are experimenting with facial
recognition to diagnose their customers' moods and, as a result, make
appropriate product recommendations.
AI is primarily concerned with user retention and lead conversion in digital
marketing. It can guide a user in the direction that aligns with the business's
goals by using intuitive AI chatbots, intelligent email marketing, interactive web
design, and other digital marketing services. Several factors determine the
impact of AI on digital marketing. ML, a subset of AI, is concerned with
computer programmes that access data and use it to learn independently. It
compiles data from various places, including social media accounts, menus,
online reviews, and websites. AI then uses the information to produce and
deliver content relevant to the audience. AI software enables in-depth online
analysis of restaurants and their customers. By implementing AI into marketing
strategy, businesses can use the available data better and reach out to potential
customers with attractive commercials at more convenient times.
Digital marketing gives a visibly pleasant experience for clients with AI for
advertising across social media and digital platforms such as Facebook and
Instagram. These platforms thoroughly assess users' information before
directing them to offers appropriate to their wants. AI also assists marketers in
identifying and forecasting trends. It prevents the company from overspending
on digital advertising and ensures that the money is well spent. The ability of a
computer to recognise objects, scenes, and activities in images is referred to as
computer vision. Medical imaging analysis, face recognition, public security,
and security monitoring are a few uses. If computer vision and AI are properly
coupled, robots can predict what will happen in the future and act accordingly
based on potential changes.
AI has simplified building client profiles and comprehending the customer
journey process. It allows brands to provide valuable personalised content
quickly and easily for the various client profiles in any marketing funnel stage
and throughout each avenue. Based on historical data, AI applications in digital
marketing can determine what content is most likely to bring customers back to
the site. AI identifies which customers are most likely to unsubscribe from a
specific service and analyses which features are standard among unsub scribers.
As a result of these analytics, marketers can plan their future campaigns and
implement practices encouraging people to stay.
AI applications in digital marketing can sift through billions of data points on
the internet and tell precisely what it needs to know for business. It will describe
what price will get the most conversions, when is the best time to post, what
subject line will get the most attention, etc. Intelligent marketers stay current
with all trends. It simplifies jobs and allows for more creativity and out-of-the-
box thinking. It also adds value to the customers who benefit. This paper
examined AI and its need in the marketing sector. We briefly cover the various
applications of AI in several marketing segments. The paper also looks at other
AI-based transformations for the marketing industries. Finally, the study
identifies and discusses important uses of AI in marketing.
2. Need for artificial intelligence in Marketing.

AI is a fascinating and cutting-edge technology that complements a company's
current content strategy. This technology is a broad term that encompasses a
wide range of technologies such as natural language processing, ML, deep
learning, computer vision, and many others. ML significantly impacts the
digital marketing scenario because of its ability to analyse data and provide
analytical tools. As a result, it assists marketing teams in conducting needs-
based analyses. Businesses that use AI tools save time by focusing on other
aspects of digital marketing. AI is a vast and ongoing technological evolution
with far-reaching consequences. As a result, it is advised to embrace AI in
digital marketing to foster innovation and improve productivity in the coming
years.
Marketers can use AI to gain deeper consumer insights and better understand
how to categorise and drive customers to the next step in their journey,
providing the best possible experience. Marketers can increase ROI without
spending on ineffective attempts by thoroughly examining consumer data and
knowing what they truly want. They can also avoid wasting time on mind-
numbing advertising that irritates clients. AI will personalise marketing in
several ways. Many firms are already using AI to personalise their websites,
emails, social media posts, videos, and other materials to better respond to
customer demands. One of the primary goals of AI is to automate jobs that
formerly needed human intellect. This decrease in the number of labour
resources required by an organisation to execute a project, or the amount of time
an individual must dedicate to routine chores, allows for significant efficiency
benefits.

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Artificial Intelligence (AI) has vast potential in marketing.

2. Need for artificial intelligence in Marketing.

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