The Impact of Artificial Intelligence on Marketing Strategies

William Yoo *

Asia Pacific International School, Seoul, Republic of Korea, 57 Wolgye-ro 45ga-gil, Nowon-gu, Seoul, 01874, Korea.
 
Review
International Journal of Science and Research Archive, 2024, 13(01), 3211–3223.
Article DOI: 10.30574/ijsra.2024.13.1.2042
Publication history: 
Received on 15 September 2024; revised on 24 October 2024; accepted on 26 October 2024
 
Abstract: 
The research project examines the impact of Artificial Intelligence (AI) on marketing strategies across various industries, focusing on how AI-driven technologies enhance customer engagement and optimize marketing campaigns. The objective of this study is to explore the diverse effects of AI on marketing practices and to identify the challenges and ethical considerations that arise from its implementation. The research was conducted through a qualitative methodology that conducted interviews with 18 marketing professionals to gather information about their experiences and perceptions regarding AI in marketing.
The findings reveal a significant trend toward the adoption of AI and machine learning technologies. Participants noted their effectiveness in personalizing customer interactions and improving data-driven decision making. Key themes include the success of AI-driven tools such as recommendation systems and predictive analytics in enhancing marketing effectiveness. The researchers highlighted some ethical concerns which included data privacy, algorithmic bias, and the need for transparency.
The research study validates the importance of data literacy and AI competence among marketing professionals. It suggests that organizations prioritize skill development to adapt to the evolving marketing landscape. The research contributes to the existing body of knowledge by emphasizing the dual role of AI as a transformative force in marketing while also raising critical ethical issues. The research offers practical recommendations for businesses to effectively utilize Artificial Intelligence while ensuring they remain competitive in the global marketing landscape.
 
Keywords: 
Artificial Intelligence; Marketing Strategies; Data Analytics; Customer Engagement; Predictive Analytics; Ethical Considerations
 
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