Marketing by using AI

BY

Debasish Mohanty
ROLL NO: 2104000632077011

A Project Report Submitted to

Department of BBA, DREIMS University
in partial fulfilment for the award of the degree of

Bachelor of Business Administration

At the
DRIEMS School of Professional Studies
DRIEMS UNIVERSITY

Cuttack
April 15, 2024
 DECLARATION

I hereby declare that the research work presented dissertation report entitled

“MARKETING BY USING AI” is original and was carried out by me under the

supervision of Professor Vikashita Mohanty, DREIMS SCHOOL OF

PROFESSIONAL STUDIES, Tangi, Cuttack. The work is original and has not been

submitted by any Degree/Diploma of this or any other University.

NAME: Debasish Mohanty

PLACE: CUTTACK, TANGI
(Vikashita Mohanty) DATE: 15/04/2024
Signature of the Guide: ROLL NUMBER: 2104000632077011

Signature of the Principal

(with date and seal)

i
ACKNOWLEDGEMENT

I would like to acknowledge everybody who has contributed to this project.

Without their guidance, it would not have been possible to complete this
project. Foremost, I would like to express my deep sense of gratitude to my
guide, Prof. Vikashita Mohanty belonging to the Department of BBA,
DREIMS SCHOOL OF PROFESSIONAL STUDIES, Cuttack, whose
ingenious advice and unfeigned moral support made this work a success. Her
interpretative and enlightening remarks enriched my understanding and
greatly encouraged me to complete my dissertation. I feel indebted towards
her for her unmitigated efforts and valuable guidance.
I am also grateful to my friends, who spared their valuable time and
cooperation for the data collection of the present study. I express my humble
gratitude to my friends at DRIEMS for providing me with the essential study
materials and cooperation for my dissertation work. Lastly, I express my
gratitude to my family members for their encouragement and support which
enabled me to continue my work until its successful completion.

Debasish Mohanty
BBA, 3rd YEAR

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 ABSTRACT
A rtificial 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, researchGate 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.

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Table of CONTENTS
DECLARATION [i]
ACKNOWLEDGEMENT [ii]

ABSTRACT [iii]

CONTENT [iv]

❖ Chapter - 1
INTRODUCTION
1. Introduction To Artificial Intelligence in Marketing [1]
❖ Chapter - 2
Why AI is Important? [9]
2.1. Overview of Artificial Intelligence (AI) in Marketing [12]
2.2. Various AI-based transformations for Marketing Sectors [21]
❖ Chapter - 3
Application of AI in Marketing [27]
3.1. Personalization [29]
3.2. Predictive analytics [30]
3.3. Chatbots [31]
❖ Chapter - 4
Benefits of Using Artificial Intelligence in Marketing
4.1. Improved Efficiency and Productivity [33]
4.2. Better Customer Experience [34]
4.3. Increased Revenue and Profitability [35]
❖ Chapter - 5
Challenges in Implementing Artificial Intelligence in Marketing
5.1. Lack of Skilled Personnel [41]
5.2. High Cost of Implementation [42]
5.3. Data Security & Privacy Concerns [43]
5.4. Best Practices for Implementing Artificial Intelligence in Marketing [44]
5.5. Start small and Scale Up gradually [45]
5.6. Invest in Training and Development [46]
5.7. Collaborate with Experts and Industry Leaders [48]
❖ Chapter - 6
Review of Literature
6. Earlier Studies [49-54]
❖ Chapter - 7
DISCUSSION
7. Discussion [55-60]
❖ Chapter - 8
CONCLUSION
8. Conclusion [61-62]
❖ Chapter - 9
FUTURE SCOPE
9. Future Scope [63-68]
❖ Chapter - 10
REFERENCES
10. References [69-70]

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 Chapter 1
INTRODUCTION
➢ Introduction to Artificial Intelligence
 Marketing Using AI

1. Introduction To Artificial Intelligence in Marketing

As technology continues to advance, businesses are finding

innovative ways to apply it to their operations. One area where
technology has had a significant impact is marketing. Artificial
Intelligence in marketing is one such application that has taken
the marketing world by storm. In this article, we will discuss
what Artificial Intelligence in marketing means, its importance,
the role of artificial intelligence (AI) in marketing, and the
benefits and challenges of using it.
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

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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

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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 quickly and
easily provide valuable personalised content 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 unsubscribers. As a result

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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.

➢ Definition:
Artificial Intelligence in marketing is the use of technology,
particularly AI, to automate and optimise marketing processes.
It involves the use of algorithms, machine learning, and other
technologies to analyse data and make decisions about
marketing campaigns.

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Artificial intelligence is changing the world whether you

like it or not. The revolution has already begun. The question
now is only where it will take us. There is a lot of discussion
about the use of AI in marketing, but most of it is centred on
AI’s capabilities.
Artificial Intelligence in Marketing is now one of the most
prominent examples. Artificial Intelligence (AI) is helping
marketers predict what their customers want and is a key
contributor to more seamless customer experiences. AI is often
used where speed plays an important role and is essential in
marketing efforts. To best communicate with customers and
then serve them tailored messages at the right time, ensuring
the maximum efficiency possible and without intervention
from marketing team members, data and customer profiles are
used by AI tools.
In today’s customer-driven market, the complexities
involved in decision making is increasing every day. This
includes understanding customer needs and desires and
aligning products to those needs and desires. A handle on
changing customer behaviour is vital to make the best
marketing decisions. Artificial intelligence is reshaping almost
all aspects of doing business, from finance to sales and R&D to

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operations but the most profound impact of AI is being

witnessed in the field of marketing where not only it has already
created great value, but experts predict it is going to change the
future of marketing massively. AI marketing uses artificial
intelligence and machine learning technologies to make
decisions based on data collection, data analysis and additional
observations of trends that may impact marketing efforts.

AI marketing solutions optimize and streamline

campaigns while eliminating the risk of human error.
Marketers can leverage AI to build marketing analytics
techniques for targeting the customers who are potential and
create customized experiences for their customers. For many of
today’s marketers, AI is used to perform more tactical tasks that
require less human nuance and to augment marketing teams. AI
can conduct tactical data analysis. Faster than its human
counterparts and comes to fast conclusions based on campaign
and customer context. It helps the team members of the
organization, give time to focus on strategic initiatives that can
then inform AI-enabled campaigns. With the advent of AI and
its growth at a high rate, marketers currently have to no longer
wait until the end of a campaign to make decisions, but they

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can make use of real-time analytics to make better media

choices. In a multitude of use cases, AI is being used in
marketing initiatives across a broad array of industries
including financial services, healthcare, government, retail,
entertainment, and more. Different results are shown or offered
by each use case, from improvements in campaign performance
to enhanced customer experience or greater efficiency in
marketing operations.
AI is a computer science technology that teaches
computers to comprehend and emulate human communication
and behaviour. Based on the data provided, AI has created a
new intelligent machine that thinks, responds, and performs
jobs the same way people do. AI can do highly technical and
specialised activities such as robotics, speech and picture
recognition, natural language processing, problem-solving, etc.
AI is a collection of several technologies capable of executing
tasks that need human intelligence. When applied to standard
commercial processes, these technologies can learn, act, and
perform with human-like intelligence. It simulates human
intelligence in machines, saving us time and money in business
transactions.

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AI is concerned with creating intelligent machines that can

think and act like humans. It provides exceptional opportunities
for a wide range of industries. Every industry mentioned is
either terrified or enthralled by the arrival of AI. AI creates
intelligent machines and devices that can think and react like
humans. This technology has been dubbed the “next step” in
the industrial revolution. It is believed that AI and ML hold
solutions to most of today's problems.
Furthermore, AI may aid in the prediction of future
problems. AI can create new technologies, industries, and
environments. In a nutshell, AI simulates human intelligence
processes by machines. This may include learning, reasoning,
and, most importantly, the ability to self-correct.
AI can analyse, comprehend, and make decisions. It is for
existing user data and is used to make market predictions and
predict user behaviour. It is also known as data forecast, and
organisations worldwide use it to fine-tune their sales and
marketing strategies to increase sales. Most AI applications in
marketing nowadays employ ML, from personalising product
suggestions to assisting in discovering the most successful
promotion channels, estimating churn rate or customer lifetime
value, and building superior customer groups.

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 Chapter 2
Why AI is Important?

➢ Overview of Artificial Intelligence (AI) in

Marketing
➢ Various AI-based transformations for
Marketing Sectors
 Marketing Using AI

2. Why Artificial Intelligence in marketing is

important?
Artificial Intelligence in marketing is essential because it
allows businesses to make data-driven decisions. By using AI
to analyse large amounts of data, businesses can gain insights
into customer behaviour, preferences, and needs. Artificial
intelligence (AI) in marketing is important as it can provide
businesses with insights and efficiencies that would be
impossible to achieve through manual processes. AI tools can
help marketers identify patterns in data to better understand
their customers, and their needs, and predict future behaviours.
This technology also enables personalized content creation,
marketing messages and recommendations based on individual
preferences and behaviour from disparate sources such as
social media, browsing history, and interactions with the
company's website or past purchases.
Moreover, AI can help automate routine tasks like
scheduling social media posts which frees up more time for
creative brainstorming instead of spending time on mundane
work. The use of AI technology will transform marketing
departments into strategic partners who are empowered to
make insight-driven decisions using real-time data ensuring

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valuable customer experiences are delivered every time thereby

providing a competitive edge over competitors in various
industries. This information is crucial in developing effective
marketing strategies, targeting specific audiences, and creating
personalized experiences for customers.

 Automation

 Minimizing errors

 Cost saving

 Improved ROI

 Increased personalization

 Smart and fast decision-making

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

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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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2.1. Overview of Artificial Intelligence (AI) in Marketing

AI is a computer system that can perform tasks that typically

require human intelligence, such as learning, problem-
solving, and decision-making. In marketing, AI can be used to
analyze data, identify patterns, predict outcomes, and automate
processes. In today’s world, every aspect of our lives is
influenced by technology. The marketing industry is no
exception. With the advent of technology, artificial
intelligence (AI) has become an integral part of the
marketing industry. AI is a set of algorithms and intelligent
computer systems that can learn, think, reason, and perform
tasks that typically require human intelligence. The role of
AI in marketing is constantly evolving and its potential to
provide businesses with an insightful competitive edge cannot
be overemphasized.

One of the significant roles of AI in marketing is the

actualization of personalized marketing. AI algorithms can
easily access and analyze diverse customer data, such as
browsing history, purchase history, social media activities,
and search engines. With this information, AI can generate
a comprehensive customer profile and provide tailored
recommendations and advertising to customers based on their

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preferences, interests, and behavior. Personalized marketing

ensures customers are served with products and services
provided by the business that match their needs and wants.

Another role of AI in marketing is effective data

management. Companies can use AI to collect and analyze
customer data, helping them discover valuable insights and
uncover hidden trends, patterns, and behaviors. With AI,
market researchers can comprehend big data in real-time to
make informed decisions. These real-time analytics enable
businesses to stay ahead of the competition, make quick
adjustments and optimize their marketing strategies for
maximum effectiveness.

Moreover, AI-powered chatbots are a crucial addition to

any businesses’ customer service operations. These chatbots
can help businesses interact with their customers in real-time,
24/7, and provide customers with an immediate response to
queries, comments, or complaints. Chatbots can also provide
customers with personalized experiences, and enhance their
sales experience. These AI chatbots can provide an ideal
solution for customers looking for prompt and efficient
customer service. In addition; AI is also capable of enhancing
SEO practices. AI algorithms can analyze website data and

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suggest changes to improve web optimization. By optimizing

search results with AI, businesses can attract the right
customers and gain a competitive advantage. AI can also
help in identifying search keywords and patterns to boost
website traffic and attract more customers to their website.

AI can also aid businesses in predicting customer

behavior. Based on its analysis of consumer behaviors and
patterns, AI can provide insights into future transactions,
behavior, and purchasing decisions. This insight is incredibly
useful for businesses as it helps them refine their
advertising optimize their marketing strategies, and respond
pro-actively to customer needs.

AI is an essential tool that plays a significant role in

marketing and in shaping the modern business landscape. By
utilizing AI, businesses can gain invaluable insights into their
customers' behavior and preferences and increase their
efficiency and profitability. AI is not a replacement for human
interaction but an aid that can help augment and improve it. In
effect, AI enables businesses to work smarter and not harder.

Pricing, strategy and planning, product, promotion, and

place management have been vital in targeting AI-based

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systems in marketing scenarios. The importance and

significance of other issues such as targeting and positioning,
situations, and thinking models towards the product design and
end-customer needs have been targeted as essential aspects of
marketing for AI applications.

Marketers use AI to increase client demand. Customers

have a positive user experience through integrated applications
that employ machine intelligence. It keeps track of purchases,
including where and when they are made. It can analyse the
data and provide customised marketing messages to customers.
When a user visits a nearby retailer, these messages contain
suggestions and special offers to improve the customer’s
average order value.

Marketing gives the company a competitive advantage by

using an integrated approach to system automation. Decision-
making and client micromanagement are advantages of the AI
marketing approach. Data is critical for improving the patterns
of material recommended to customers by ML algorithms.
Programmatic media bidding is the automated procedure for
buying and selling internet advertising ads. These computer-
based models inherit ML traits, utilise audience data, and
present relevant advertisements to target buyers

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Because AI algorithms and ML are used to assist models,

the risk of human error is reduced, audience data is efficient,
and display advertising is scaled. People like to view
advertisements that are relevant to them or address their
concerns. By creating targeted ad strategies for suitable
customers, marketers can ensure that they are dealing with the
right consumer core groups who are most likely to behave and
respond positively to the advertising in front of them.

Marketers can do this by leveraging the digital

superintelligence of AI models and algorithms. AI can help
marketers with targeted marketing campaigns that involve ad
targeting. It can use ML to distinguish between buying, actual
conversion, and exploratory behaviour and retarget prospects
with a higher chance of converting them. Facial recognition
software, one of many amazing AI-driven tools, aids in tracking
customers’ in-store visits and linking images to their social
media profiles.

When paired with AI-powered smart notifications, these

sophisticated technologies send real-time discount offers and
welcoming messages to each visitor, resulting in a new level of
customised user experience.

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AI is a strong tool when combined with high-quality

market research data. This enables companies to complete a
wide range of tasks. The segmentation of target groups is an
important feature of this widely used use case. AI is
substantially faster and more efficient than humans in this
work.

Businesses may provide more tailored offers to their target

audiences that they are more likely to accept if they conduct a
deeper investigation. With the fast spread of new technologies,
many industry leaders have been encouraged to move up to a
more advanced and efficient field, in which AI has entrenched
itself as the most useful. Organisations with AI at their disposal
will have a better chance of staying ahead of the competition in
various ways

Marketers can more precisely identify which customers

should be targeted and whether they should be included or
excluded from the campaign. Customers will be better matched
to items they are likely to buy, and irrelevant or out-of-stock
products will be avoided. Brands can utilise AI to improve
customer experience by providing tailored content and offers
and excellent customer service to each consumer. Predictive
marketing analytics is one method that firms use with AI.

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By analysing data from previous occurrences, AI can

reliably and adequately predict how performance will appear in
the future, depending on a range of parameters. Understanding
what individuals value most can help make more meaningful
recommendations to them. However, most AI-based
customisation solutions start from the top-down and are
tailored to the individual rather than a whole group. The
capacity to employ AI to forecast the success of marketing
initiatives and better tailor user experiences is a vast technical
trend that will continue for many years.

Conversational search queries and algorithms are evolving

due to AI, prompting search engine marketers and content
developers to adapt. Regarding marketing automation, AI can
free up critical human marketers’ time while swiftly creating
more focused marketing materials that convert better with
clients.

Major social networks have vehemently opposed certain

practices for marketers employing AI on social media. This
enables consumers to ask a customer support bot questions that
do not require a phone call or a complete human discussion.
Millions of individuals worldwide use vanishing messaging
services for personal contact with friends and marketers

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looking to interact with consumers more genuinely and

intimately. Brands can engage with individuals in unique and
intimate ways where audiences spend time online, notably on
social media, thanks to the power of AI.

Additional products such as HubSpot’s software may help

with task management, which automates specific emails via a
process. While it is true that the low cost and high levels of
efficiency of AI are appealing, there are so many things AI can
imitate. Marketers must access a large amount of data to start
AI marketing. Many marketing teams lack data science and AI
expertise, making it difficult to work with large amounts of data
and provide insights.

To get programmes up and to run, enterprises should

collaborate with third-party organisations that can help with
data collecting and analysis to train AI systems and enable
continuing maintenance. ML systems will learn to make
correct, effective judgments as they ingest more data. Process
intelligence technology will increasingly give businesses
accurate and comprehensive insight into their operations in
real-time, allowing them to monitor and enhance them.

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AI refers to computational technologies that can do

particular tasks in place of human intellect. This technology is
advancing at breakneck speed, similar to the exponential
growth in database technology. Databases have evolved into
the critical infrastructure that powers enterprise-level
applications.

Big data and AI have a specific link. Recent advances in

AI development have primarily been driven by “ML” AI
chatbots can be trained on data sets containing text recordings
of human conversations collected from messenger apps to
understand what humans say and respond appropriately. AI can
find patterns in massive data sets that human vision cannot
detect. Computer models can identify an individual’s
personality traits more accurately than their friends can, solely
based on which Facebook posts the individual liked.

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2.2. Various AI-based transformations for Marketing Sectors

Different AI-based transformations have made the marketing
domain more impactful and impressive. Various AI used to
accomplish the several intended functions for resolving the
marketing issues in today’s competitive and advanced level
marketing publicising. Furthermore, data collection, thorough
market analysis, digitalisation through AI strategies, thoughtful
understanding of customers, research and need finalisation in
the market domain, etc., are additional inputs for carryimg out
the AI implementation for handling the market level tactics.

Marketers can use AI technology to identify trends and

forecast them for the future. Based on these facts, they can then
decide how to allocate their budgets and whom to target.
Brands can spend less on digital advertising and more time on
high-value work. From the planning stage to the conversion and
customer loyalty phases, AI plays a critical role in the success
of any marketing campaign. As a result, companies that fully
utilise AI will gain a competitive advantage.

Machines with capabilities replicating cognitive functions

associated with the human mind, most notably learning and
problem-solving, have been developed. By analysing user data

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and assisting marketers in making sense of user intent, AI is

helping marketers decipher the ever-changing world of content
marketing. Marketers can use AI to generate content for simple
stories such as stock updates and sports reports.

AI may also be used to automate the hunt for software

security. Software designers could use AI to test for security
flaws in their products, similar to how criminals look for
undiscovered exploits in operating systems. While selecting a
tool, It is important to consider the level of transparency
required to understand why an AI platform made a particular
decision. Based on the algorithm, marketing teams may receive
a clear report on why a certain decision was taken and which
data influenced the decision. In contrast, systems that use deep
learning at a higher level may not be able to provide definitive
reasoning.

AI algorithms learn from data to create a valuable new

prediction tool, and the AI output can be separated from the
original training data. As a result, to fully manage the data and
its value, any assets must likewise be controlled. The
infrastructure that enables the collection, storage and analysis
of big data should be treated as an asset in the same way it is in
any other industry. Furthermore, specific industries, such as

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banking, have systemic ramifications and are much more

critical to safeguard owing to third-party links.

AI systems are constantly working in the background of

popular products and services like Netflix, Amazon, Google
etc. However, in recent years, AI has made its way into
marketing, assisting firms in improving every stage of the
consumer experience. Furthermore, resources previously
available to huge firms have become affordable and accessible
to medium- and small-sized businesses.

To better consumer behaviour, create and understand

more sophisticated buyer segments, marketing automation,
content creation, and sales forecasting, neural networks are
developing dynamic tools for marketers, allowing us to process
large data sets that provide more significant insights. Marketers
can use predictive analytics to forecast the outcome of a
campaign by recognising patterns from previous campaigns.
While neural networks have been around for a while, there is a
greater demand to process Big Data, and as a result, systems
are becoming much more dynamic and intelligent.

The AI can also comprehend advertising needs and

recommend a suitable target audience. The algorithms analyse

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user information such as age, gender, demographics, interests,

and other vital information to determine the best audience for
that specific brand. The way people search for information on
the internet has changed. With the rise of voice search devices,
ML will become more precise in the coming years due to this
additional information input.

Deep learning uses over a million data points to evaluate

whether or not a prediction is valid, similar to ML models.
Because deep learning is a self-learning system, human
intervention is no longer required, and the results can be used
immediately. Marketing campaigns promote products and
services via different mediums by following specific themes
and messages that help position a brand on the market, driving
the top of the funnel and generating a pipeline for the business.

AI technology can group and process data from various

platforms to draw conclusions and apply a data-driven
decision-making process. Traditional marketing has radically
transformed as power has shifted from industry to consumer.
Companies are rapidly increasing their interest in and
marketing spending on systems designed to capture, process,
and use massive amounts of business and consumer data.

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Using AI solutions, marketers can now see what their

customers think, say, and feel about their brands. Similarly,
marketers can truly understand how customers feel with the
flood of social media at their disposal. Marketers with foresight
can use this data in real-time to quickly modify messaging or
branding for maximum effectiveness. While numerous
methods for optimising digital advertising and account-based
marketing, AI solutions enable marketers to go further for
deeper insight and analysis.

Business concepts have developed from the assembly and

promotion era to the connection and intelligence era. Over the
years, the advancement of computer science has fundamentally
reworked the meaning of ideas, innovation, and inventions. As
a result, business models are evolving further. The Internet of
Things has completely transformed the concept of data
handling. In addition to providing greater access to consumer
data, these devices track and record how users interact with
them, making the devices smarter.

Moreover, as IoT technology research advances daily,

businesses leverage it to interpret data collected from IoT
widgets for improvement and growth. Any business’s
productivity can increase its understanding of the market and

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its customers. IoT devices can improve efficiency during

product development.

AI is expected to impact data transparency and security in

the coming years significantly. Customers will expect
additional transparency into what data is gathered, how it is
utilised, and how it is safeguarded as they become more aware
of how much data organisations collect. AI-powered marketing
tools optimise many companies’ email marketing campaigns.
Notably, they assist them in determining when to send
personalised emails and what personalised content or product
recommendations to send to various segments.

AI shows the most relevant content at the most effective

times. This technology can assist in identifying top-performing
content, planning for future content, repurposing content, and
optimising distribution. Automation, data analytics, and natural
language processing are already used in business. These three
fields of AI are streamlining operations and improving
efficiencies across industry.

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 Chapter 3
Application of AI in

Marketing

➢Personalization
➢Predictive Analytics
➢Chatbot
 Marketing Using AI

3. Application of AI in Marketing
AI is employed in marketing campaigns across various
industries, including finance, government, healthcare,
entertainment, retail, and more. Each use case yields different
outcomes, such as improved campaign performance, enhanced
customer experience, or increased marketing operations
efficiency. Through programmatic advertising, marketers are
using AI to address various challenges. Programmatic
platforms use ML to bid on real-time ad space relevant to target
audiences. AI may also aid in the reduction of mistakes in
marketing procedures.
So long as supervision and instruction exist, AI can
execute specialised activities more efficiently than humans. AI
is considerably more likely to result in a higher return on
investment since it can substantially speed up the process of
marketing campaigns, cut expenses, and improve efficiency.
This technology can perform tactical data analysis faster
than humans and use ML to arrive at quick decisions based on
campaign and customer context. It frees up time for team
members to focus on strategic projects, which can subsequently
be used to guide AI-powered marketing. Marketers can use

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real-time analytics to make better media choices rather than

wait until the end of a campaign to make AI decisions.
AI for marketing is the best technique for predicting
clients and improving the customer journey by integrating
customer data. AI advancements provide businesses with more
significant ways to do this. This technology can assist in
developing more successful marketing strategies, enhance the
customer journey, and transform how firms attract, nurture, and
convert prospects.
Marketers use AI to separate clients into key groups by
segmenting them based on particular niches. Machine-
generated content and automated personalisation for the client
journey are governed by AI content production. AI-powered
content curation enables us to engage visitors better and stay on
top of their thoughts by offering relevant material and added
value while showcasing industry expertise. It may be used for
various purposes, including tailoring messages and making
better consumer suggestions.
AI applications in marketing allow for customising a
website’s or app’s services and content, the first step in driving
personalised marketing campaigns and creating meaningful

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consumer engagement. AI chatbots use ML to improve and get

smarter over time continually.
These are vast, adaptable, and intelligent and give users a
more lifelike experience. Chatbots benefit organisations since
they are excellent data collection tools that dramatically cut
personnel requirements and lower obstacles. Businesses use
dynamic pricing modules to arrive at optimal prices for their
products or services to stay competitive and swiftly boost
profitability.
AI-controlled dynamic pricing modules enable them to
accurately price their services, even for short periods. It is one
of the most profitable AI applications in marketing. In
marketing, AI is extremely useful in carrying out retargeting
methods. AI continually monitors prospects’ behaviour and
buying history and discovers patterns using ML and deep
learning algorithms.

3.1. Personalization:

AI can help businesses create personalized experiences for

customers by analyzing their behavior and preferences. AI
algorithms analyze browsing and purchasing history, as well as
other behavioral data points, to create a unique profile for

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individual. From there, these programs can curate content,

advertisements, and recommendations tailored specifically
to interests. While this may seem like a small convenience,
it has the potential to revolutionize the way we interact with
technology by creating a more intuitive and personalized
experience. However, it's important to note that this level
of personalization also raises concerns about privacy and
security in terms of how data is being collected and used.

3.2. Predictive analytics:

AI can predict customer behavior and identify opportunities for

businesses to target specific audiences. Predictive analytics
through artificial intelligence (AI) refers to the process of using
AI algorithms and techniques to analyze data, identify
patterns, and predict future outcomes. The use of predictive
analytics has become increasingly popular among businesses
across a variety of industries as it allows them to make data-
driven decisions with greater accuracy and efficiency. The
benefits of predictive analytics through AI include the ability
to optimize business processes, reduce costs, improve customer
experience, and increase revenue.

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However, implementing this technology requires skilled

professionals who can develop effective machine learning
models and interpret complex data sets. In addition, businesses
must ensure that they follow ethical guidelines when using
predictive analytics to avoid biases or unintended
consequences. As AI continues to evolve, predictive analytics
is poised to become an even more powerful tool for
improving business performance and driving innovation in
various fields.

3.3. Chatbots:

AI-powered chatbots can provide customers with fast and

accurate responses to their inquiries, improving customer
experience. Chatbots are among the most prevalent
examples of artificial intelligence in use today. These digital
assistants respond to user queries and mimic human
conversations, improving user engagement, customer
support and overall business efficiency. The technology
behind chatbots is a combination of natural language
processing (NLP), machine learning, and other AI principles
that enable them to understand human requests and respond
appropriately with pre-programmed responses. As these bots

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continue to evolve, they can now incorporate voice

commands, emotion detection, and context-awareness
capabilities to provide greater accuracy in their responses while
making them more likeable and empathetic towards users. This
technology has eased the workload for customer service
representatives as it provides instant communication
between stakeholders while allowing businesses to save time
and improve their overall customer service experience
through increased accessibility.

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 Chapter 4
Benefits of Using Artificial

Intelligence in Marketing
➢ Improved Efficiency and Productivity
➢ Better Customer Experience
➢ Increased Revenue & Profitability
 Marketing Using AI

4. Benefits of Using Artificial Intelligence in Marketing

4.1. Improved Efficiency and Productivity:
Artificial Intelligence in marketing can automate repetitive
tasks and processes, allowing businesses to focus on strategic
initiatives.
This leads to improved efficiency and productivity, as
well as cost savings. The emergence of advanced artificial
intelligence (AI) has revolutionized various industries, and its
impact on enhancing efficiency and productivity cannot be
overstated. AI-powered systems can perform automatic tasks
that would typically require human intervention, ranging
from data analysis and processing to customer service
management.
These systems also facilitate the creation of highly
customized and personalized products, which ultimately
increases customer satisfaction levels while reducing manual
labor costs for businesses. Additionally, AI helps
organizations forecast trends and make informed decisions
regarding inventory optimization by analyzing consumer
behavior patterns. By integrating artificial intelligence into
key operational processes, businesses can increase their

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overall productivity while simultaneously improving the

quality of their products and services.
The continued development of AI continues to offer
opportunities for seamless integration in business processes
to improve overall performance in all sectors.
4.2. Better Customer Experience
AI can help businesses provide personalized experiences
to customers, improving customer satisfaction and retention.
Better customer experience artificial intelligence is a rapidly
evolving field that is helping businesses across industries
shifts their focus onto creating an optimal customer journey.
By using AI algorithms and tools, businesses can now
personalize the buying process for individual customers,
tailoring everything from product recommendations to
targeted messaging suited specifically to their interests and
behaviors.
Through this technological approach, companies can
create a seamless transition between multiple channels of
communication, such as email, social media, phone calls or
chatbots; by leveraging insights gleaned through natural
language processing, automation and machine learning

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systems they’re able to deliver highly personalized

customer experiences never before possible at scale.
Incorporating better customer experience solutions into
business operations not only increases customer satisfaction
but also ensures long term loyalty and retention of customers
for years to come.
4.3. Increased Revenue and Profitability
by using AI to analyze data and make informed
decisions, businesses can develop more effective marketing
campaigns, leading to increased revenue and profitability.
Artificial intelligence has revolutionized the way businesses
approach marketing. By analyzing data sets and user
behavior patterns, AI algorithms can accurately predict
customer needs and tailor campaigns to match their interests,
significantly increasing revenue and profitability.
Automation tools also minimize labor costs while
improving lead generation methods to boost return on
investment (ROI). These advancements permit companies
access to targeted customer insights in real-time leading to
personalized marketing campaigns, enhancing customer
experience, improving retention rates, and reducing churn rate
due to negative or irrelevant advertising.

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With these features in place, businesses have reported an

increase in revenue as much as 3x compared with traditional
approaches that rely solely on intuition. The incorporation
of AI-powered solutions into our digital marketing landscape
allows for improved market

• Social media listening

When social marketing is powered by AI, it increases your

efficiency by taking social listening to a whole new level. For
example, Sprout's upcoming Queries by AI Assist feature will
use OpenAI's GPT model to serve up a vast range of suggested
terms to include in your tracking, helping marketers discover
essential audience insights faster.

AI algorithms use aspect-clustering to identify and extract

relevant details from social listening data that can span millions
of data points in real time.

They help you cut through the noise and gain a deep
understanding of the customer’s mind through social media
sentiment analysis. This allows you to anticipate your
customers’ next move and take strategic actions for intended
results.

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• Content generation

Intelligent social media management tools, like Sprout, analyze

voice of customer (VoC) data in social posts and reviews to
inform what content your target audience is most interested in.
Check out how the Atlanta Hawks use Sprout’s Tagging feature
for this very purpose.

AI-powered platforms also identify keywords and triggers to

help you develop compelling posts, respond better to customer
comments and inspire more impactful product descriptions for
your website. All these add to your efforts toward brand
engagement for an increase in market share and improved
earnings.

AI-generated ideas can also make your nurture campaigns more

successful. They help you create compelling communications
to reinforce relationships with prospects at each level of the
sales funnel.

AI prompts can help you develop email subject lines that get
better open rates, develop personalized content adapted to
buyer personas, drive conversations based on intent and engage
with each prospect/client individually. This leads to stronger
connections and loyalty that stimulate your sales.

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• Automation

AI-driven smart automation empowers social media managers

and customer service teams to improve operational efficiency
through lexical and statistical-based triggers that drive
intelligent workflows.

It helps you achieve business goals efficiently by taking the

guesswork out of tasks, such as scheduling posts at optimal
times for the greatest impact or categorizing incoming
messages. It also enables a unified brand voice in customer
communications and cuts response time in half through rules-
based features, like our Suggested Replies.

• Audience segmentation and personalization

AI marketing can drive your omnichannel business strategies

based on market segmentation, aligning your campaigns with
customers who are most likely to buy your product or offering.

You can also leverage programmatic advertising to streamline

the process of selecting and setting up digital ads for the most
return on investment (ROI). This enables more personalized
marketing tactics to nurture brand loyalty and create powerful
brand awareness campaigns.

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• Data analysis for customer insights

AI and machine learning give critical customer insights on a

range of aspects to help you make strategic marketing
decisions. Get deep insights into audience sentiment around
your brand, and a full audit of your customer care team’s
performance and social media engagement metrics.

This can empower you to quickly adapt to changing market

trends, prioritize budgets based on what aspects need the most
investment and deepen customer relationships.

• Reputation management

When it comes to brand reputation, let's be honest, there are

some things in your control, while some just aren’t.

Social media has made brands more susceptible to scrutiny than

ever before. But with AI-enabled brand reputation
management, you can avert a potential brand threat before it
turns into a big issue.

Monitoring negative sentiments in real-time, choosing the right

influencers and ambassadors and providing proactive customer
care–all this can be achieved seamlessly with AI marketing
tools.

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• Competitive intelligence

AI tools can help you spot opportunities to improve your

products and offerings, and fill market gaps. Discern your
competitors' share of voice and find smart ways to be agile in a
competitive market.

Also, compare your social performance to your competitors via

competitive benchmarking. This enables you to maneuver your
strategy accordingly or adjust your benchmarks, so you
maintain a competitive edge.

• Multilingual advantage

A global presence must take into account cross-cultural

elements along with providing prompt and efficient customer
care. AI marketing tools can extract customer insights from
multilingual data effortlessly so you know which strategy will
likely be the most successful in a particular geography. You can
also ensure your intended audience finds your social posts,
responses and advertisements relatable and adhering to their
cultural standards.

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 Chapter 5
Challenges in Implementing

Artificial Intelligence in Marketing

➢ Lack of Skilled Personnel
➢ High Cost of Implementation
➢ Data Security & Privacy Concerns
➢ Best Practices for Implementing Artificial Intelligence in
Marketing
➢ Start small and Scale Up gradually
➢ Invest in Training and Development
➢ Collaborate with Experts and Industry Leaders
 Marketing Using AI

5. Challenges in Implementing Artificial Intelligence in

Marketing
5.1. Lack of Skilled Personnel
The implementation of Artificial Intelligence in marketing
requires skilled personnel who can develop and manage the
technology.
The shortage of skilled personnel in this area can be
a challenge for businesses. The incorporation of artificial
intelligence (AI) in marketing has transformed the industry,
bringing about unprecedented efficiency and accuracy.
However, the lack of skilled personnel to manage AI
systems is a significant challenge that marketers face.
The integration of AI in marketing requires qualified
professionals with expertise in data analysis, programming
and machine learning algorithms. Companies must invest in
training programs and certification courses for their employees
to acquire the necessary skill set.
Additionally, there is fierce competition for experts who
are already experienced in these areas, making it difficult for
companies without established reputations or large budgets to
attract skilled personnel. To address this obstacle,
companies can leverage partnerships between academic

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institutions and technology vendors to train data scientists

specifically for marketing applications. Until then, companies
must navigate the difficulties presented by the current shortage
of skilled
5.2. High Cost of Implementation
The initial cost of implementing the technology can be
high, and businesses need to consider the return on investment
before making a decision. Implementing artificial
intelligence (AI) in marketing campaigns has become
increasingly popular among businesses looking to gain a
competitive edge. However, the high cost of implementation
can be a significant barrier to entry for smaller companies.
AI technology requires substantial investments in
hardware, software, personnel training and maintenance
costs. Furthermore, the technology is constantly evolving
requiring additional expenditure on upgrading systems and
upskilling staff members.
In addition to these expenses, companies must consider
the potential risks associated with AI implementation
including data privacy breaches and ethical concerns related
to bias algorithms or automation replacing human jobs.
Therefore, before deciding to implement AI marketing tools it

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is essential for companies to carefully weigh the financial risks

against the expected benefits and conduct thorough research on
trusted vendors and best practices.
5.3. Data Security and Privacy Concerns
The use of AI in marketing raises concerns about data security
and privacy. Businesses must ensure that customer data is
protected and comply with data protection regulations.
In recent years, the use of artificial intelligence (AI) in
marketing has witnessed a rapid growth due to its potential to
personalize and customize consumer experiences. However,
one of the biggest challenges facing marketers today is ensuring
data security and privacy while using AI.
Personal data such as purchase history, browsing
behavior, and social media activity are often collected and
analyzed to create customer profiles that can be used for
targeted advertising. However, if this data falls into the wrong
hands or is misused, it can result in serious privacy violations
for consumers.
Therefore, marketers must ensure that their AI
platforms comply with regulatory laws around data protection
and secure their systems against cyber threats like hacking and
identity theft.

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To build trust among consumers, companies must

prioritize transparency in their data collection processes and
provide customers with explicit control over how their
personal information is used by AI systems in marketing
operations.
5.4. Best Practices for Implementing Artificial
Intelligence in Marketing
Artificial Intelligence, also known as artificial intelligence
(AI) in marketing, is changing the way businesses approach
marketing. With the rise of data-driven decision making,
Artificial Intelligence can automate tasks, optimize campaigns,
and identify patterns that humans would never have the time
or ability to do.
However, implementing Artificial Intelligence isn't as
easy as flipping a switch. Best practices for implementing
artificial intelligence (AI) in marketing involve carefully
planning and strategizing the use cases of AI. It is important
to identify areas where AI can be implemented to improve
efficiency, enhance customer experience, and drive revenue
growth. This includes utilizing predictive analytics to
accurately target the right audience with personalized
messages, automating routine tasks such as lead qualification

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and lead scoring, as well as identifying trends in data that may

not be immediately visible to human analysts.
Furthermore, it is essential that businesses invest in
building a strong foundation of clean and reliable data that can
support effective AI decision-making. Finally, organizations
must prioritize ongoing training and education for
employees who will be working with AI systems to ensure
they have the necessary technical skills and expertise needed
to fully leverage its capabilities.
By following these best practices, businesses can
effectively leverage AI technology to stay ahead of their
competitors while providing valuable business insights and
improved customer experiences.
5.5. Start small and Scale Up gradually
Implementing Artificial Intelligence can be overwhelming,
especially if it involves a lot of changes to your marketing
strategy or operations. Instead of diving in headfirst, it's
best to start with a small project or pilot program to test the
waters.
Once you have a good understanding of how Artificial
Intelligence works, you can gradually scale up your efforts.
Starting small and scaling up gradually through artificial

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intelligence is a crucial strategy in the current technological

landscape.
A gradual approach allows businesses to test and fine-
tune AI applications without committing all their resources
right away. This strategy also enables companies to identify
which areas of their operations can benefit most from AI
automation incrementally. In doing so, organizations reduce
the risk of implementation failure and optimize their ROI on AI
investments.
Additionally, the step-by-step implementation of AI
allows for more efficient training and development of systems,
as well as better learning retention by employees. As such,
starting small and scaling up gradually through artificial
intelligence provides businesses with a solid framework that
not only enhances efficiency but also ensures high accuracy
across different aspects of organizational functions. With this
approach, organizations can install trust in AI solutions among
stakeholders and drive competitiveness in today's data-
driven business environment.
5.6. Invest in Training and Development

This means investing in the training and development of

your marketing team. You might need to hire new talent with

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expertise in data analysis, machine learning, or programming.

Alternatively, you can train your existing team members to
improve their technical skills. Investing in the training and
development of artificial intelligence (AI) is crucial for
businesses to remain competitive in today' market.
With the growing demand for automation and smart
systems, AI has become an indispensable tool that can benefit
companies across various industries. To take full advantages of
AI's capabilities, it requires sufficient training and
programming by well-educated specialists. Investing in
skilled professionals specialized in AI enables organizations to
develop customized solutions based on their unique needs and
processes. Training and development programs can help
businesses stay up-to-date with the latest advancements,
enhancing their understanding of how AI could support
day-to-day operations.
Companies can also capitalize on AI's ability to interpret
big data, identify patterns, and extract insights that drive
business strategy decisions. Ultimately investing in training
and development helps organizations achieve cost savings,
speed up processes, increase efficiency, accuracy and elevate
customer experience while staying ahead of industry trends.

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5.7. Collaborate with Experts and Industry Leaders

Artificial Intelligence is a relatively new field, and there's
a lot to learn. Collaborating with experts and industry leaders
can help you stay up-to-date with the latest trends and
technologies. Attend conferences, join online communities,
and network with others in the field to stay ahead of the curve.
Collaborating with experts and industry leaders through
artificial intelligence (AI) is becoming essential for
businesses to remain competitive. AI can aid in identifying
key individuals and organizations that align with specific
business needs, increasing the probability of a successful
partnership. Additionally, AI can analyze data from various
sources to provide insights on relevant trends and market
conditions. This enables companies to make informed
decisions based on reliable information rather than intuition
or assumptions. Utilizing AI-powered platforms also
facilitates communication between collaborators by
suggesting relevant documents and assisting in scheduling
meetings. In conclusion, collaborating with experts and
industry leaders through AI not only increases the likelihood
of a successful partnership but also streamlines the process
and removes potential barriers for efficient communication.

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 Chapter 6
REVIEW of

LITERATURE
 Marketing Using AI

EARLIER STUDIES:
➢ Michael Haenlein, Matthew J. Schneider, Abhijit Guha
(2021) have evaluated the effect of AI adoption in retail
industry. Researchers suggested adopting AI for retail
managers for the purpose of value creation, ethical
perspective, effective retailing etc.
➢ Melanie Florence Boninsegni (2021) Modern fourth unrest
new mechanical headways and its advantages and
disadvantages on buyer’s prosperity were focused in the
examination study. Analyst found that new innovations like
man-made intelligence, Mechanical technology, block chains
and so on giving high level methodologies towards their
everyday choices in the field of medical care, training,
monetary angles and so forth. Creator saw that these
advancements are troublesome innovations and they are
changing the real factors of shoppers and specialist
organizations.
➢ Dan Dumitriu, Mirona (2020) has made a four stage sequential
model. It helps to find deceivability of the site through
different key words. These means were comprised with make
pertinent subjects and topics for making site more accessible,
use of online techniques for looking through the key words,

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words search in web, and check of those catchphrases and so

on.
➢ Arnaud De Bruyn, Vijay Viswanathan (2020) in this
research paper authors have examined opportunities and
draw backs of Artificial intelligence. Data creation and data
transfer were the two factors centered in the review.
Meaning of artificial intelligence in advertising through
prescient assignment and Chabot’s interpretation through talk
boats were explained in the exploration.
➢ Piyush Jain, Keshav Aggarwal (2020) Specialist have outlined
about the need of artificial intelligence in promoting, drivers
of man-made intelligence in advertising through certifiable
business cases. Concentrate on involved different man-made
intelligence techniques that can carry out in market. Area wise
and district wise job of computer based intelligence has been
involved in the review. Client life cycle stages and job of
artificial intelligence in each stage was made sense of by the
creator.
➢ Tiago Ribeiro and José Luís Reis (2020) Specialists
underline that a significant number of our everyday
undertakings are now be supplanted by man-made brainpower
and presumably a considerable lot of us may not know about

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this. Specialist inspected that utilization of man-made

intelligence through machines with people will give improved
results. Analyst referenced one of the significant deterrents
that people are as yet not sure about innovation and they are
yet prepared for this mechanical change. Subsequently scientist
proposed that supervisors and organizations ought to make
themselves and their representatives for execution of man-
made brainpower in advertising rehearse.
➢ Thomas Davenport, Timna Bressgot (2019) Multi-faceted
structure to concentrate on the impact of artificial intelligence
in showcasing was created in the review. It was comprised with
knowledge levels, task types, and implanted artificial
intelligence in robot and so forth. The model additionally
centers on impact of simulated intelligence on showcasing
procedures, purchaser conduct and so on. Specialist likewise
examined the security issues, predisposition in information,
morals in simulated intelligence execution and practices.
➢ Pack Li, Muhammad Zafeer Shahid (2019) It was a subjective
exploration approach where specialist led a meetings with
showcasing experts. Investigation discovered that man-made
intelligence assisted these experts with working on their
presentation as far as deals and portion of the overall industry.

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Man-made intelligence helps them in Estimating,

advancement, creation, dissemination and item arranging.
Prescient models were produced for arranging future
systems in promoting. Contenders pressure, computerized
education, advanced development, media consideration,
transformation in IT and buyers inclinations were major
influencing factors for taking on simulated intelligence in
showcasing. Creators proposed that administrators ought to
follow the viewpoints and difficulties in man-made intelligence
before really they execute in showcasing.
➢ Savica Dimitrieska, Aleksandra Stankovska and Tanja
Efremova (2018) this paper featured about how Artificial
intelligence helps the associations for anticipating purchaser
purchasing inclinations, their next buys and further develop
their client’s process. Simulated intelligence assists with
conveying the right messages to the right buyers for example
target purchasers through legitimate medium. Content in the
messages convey bunches of significance in simulated
intelligence. Challenges in carrying out are information breaks
and foreseeing fakes.
➢ Satya Ramaswamy (2017) Scientist illuminated benefits as
well as outcomes of computer based intelligence in

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ventures. A study by TCS uncovers that however a few

positions are lost by the presentation of man-made
brainpower yet there is an incredible breadth for work
assuming the organizations utilizing simulated intelligence
to further develop PC to PC task while utilizing individuals.
As a matter of fact man-made intelligence has offered a
chance to each section of the business by snatching the
new techno skills. From the discoveries it tends to be
surmised that in promoting likewise there are huge open doors
however one should learn simulated intelligence.
➢ Christi Olson and Jennifer Levy (2017) This study explores
the results of AI in marketing.AI marketing giving best
results, development in creative thinking, customization of
marketing activities, create loyal customers and better customer
relationships.
➢ Christi Olson and Jennifer Duty (2017) Automation in
showcasing and its outcomes were featured through the
exploration study. Investigation discovered that robotization
based promoting is compelling in bringing improved results,
imaginative turn of events, personalization in showcasing
exercises execution, fabricates life time esteem models and
profoundly engaged client relationship.

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➢ N Ramya and Dr. SA Mohamed Ali (2016) Analysts have

investigated on buyer purchasing interaction and elements
influencing on it. Concentrate on saw that elements like
demography of clients, culture, social class, relatives, character
qualities and mental variables are impacting factors influences
on clients buy choices.
➢ Amy Gallo (2014) Study uncovers the worth of maintenance of
clients contrasting with obtaining new clients. Concentrate on
inspected that getting new clients cost would be multiple times
more than the holding the current clients. Concentrate
additionally showed that expansion in degree of consistency by
simple 5% increments benefits by 25% to 95%. Here man-
made intelligence can assume a significant part as it will keep
you informed with existing clients and their inclinations.\
➢ X. Zhu, Z. Tan (2012) Momentum research was directed
determined to comprehend Web optimization watchword
examination as well as its job in site altering framework.
Analyst saw that site altering framework is connected with text
extraction innovation that assists with gathering the guest's
data. A constant Web optimization factor examination could
be run consequently that assists with working on the
efficiency in Web optimization handling

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 Chapter 7
DISCUSSION
 Marketing Using AI

DISCUSSION

Iterative processing and algorithms that enable software to

learn from patterns allow AI to capture large amounts of data
in record time. Different subfields of AI operate in distinct
ways. ML is the study of how computers imitate or execute
human learning behaviours to acquire new knowledge or skills
and reorganise existing knowledge structures to improve
performance continuously. AI can be advantageous because the
interests and trends of different persons change regularly.
Client personas may alter slightly as trends shift over time, even
if factors like personality qualities remain constant. AI
automation can potentially make all of this much easier to
organise. Marketing teams can keep up with ever-changing
trends and fads, ensuring they target clients and potential
customers with relevant, up-to-date, personalised content.

AI has become a perfect ‘enabler’ for marketing and sales

professionals. It processes and utilises the vast volumes of
available data. It automates the creation of analytical models,
uncovers hidden insights, and uses cognitive reasoning to
adjust programme actions. ML lets marketers complete the big
picture by bringing in all the data to create a mission-critical

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consumer image in real time. It employs automated cognitive

processes to solve complex data-rich challenges and algorithms
to initiate data-driven actions. ML assists in the discovery of
patterns, trends, and insights and then automatically acts on
those discoveries to create micro-targeted campaigns.
Furthermore, it aids in the acceleration of the entire sales funnel
by predicting which prospects will convert, thereby optimising
sales efforts.

AI in business can gather and analyse large amounts of data,

drive consumer insights, and enable quick and efficient
decision-making. AI combined with big data, IoT, and the
human brain has the potential to expand the boundaries of
marketing. AI allows businesses to collect data, conduct more
in-depth analyses, and take action based on practical
information usage. AI may be the best investment in a
professional career as a marketer. Deep learning is central to
marketing AI. It refers to the area of ML concerned with
algorithms inspired by the human brain's neural networks.
Deep learning algorithms “teach” computers to understand user
queries, text, images, and speech patterns. The computer then
applies its knowledge to provide relevant, helpful answers and
solutions based on the users' needs. Deep learning with AI

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allows brands to respond to user demands more effectively and

to create poignant, hyper-relevant content and ads at all times.

AI digital marketing and data analysis strategies are far more

efficient and accurate than human capabilities. It enables
personalising the audience's user experience, engaging them,
and increasing eCommerce sales. AI collects, analyses, and
forecasts user behaviour. With this information, brands can
target advertisements based on user's preferences. AI is a highly
beneficial tool in content marketing and, quite possibly, the
epicentre of content development's future. There is still much
work before AI can function autonomously without human
intervention. AI and humans can work together to significantly
reduce costs, increase efficiency, and boost organisational
productivity. Incorporating AI into traditionally organised
analytics can open up a new universe of possibilities.
Understanding, explaining, and predicting consumer behaviour
are examples of recent implementations.

AI technologies analyse large data sets by employing advanced

computer techniques and cutting-edge computing power to
extract insights from accumulated data. AI can help with email
marketing campaigns by speeding up, improving, and
simplifying the process. Previously, digital marketing

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strategists were sceptical of the role of AI in digital marketing.

However, as technology advances and marketing becomes
intuitive, AI's usefulness quickly becomes the focus of
attention and an intricate part of what it means to be a digital
marketer. Several successful brands have already begun to
adopt and use AI tools as part of their digital marketing
strategy. Certain brands use AI to guide customers to relevant
products and services in their digital marketing. ML has
progressed to the point where it can quickly understand a
customer's behaviour. As a result, the apparatus's quick,
predictive behaviour assists marketers in making informed
decisions and solving future problems with the collected data.

AI tools use natural language generation to compose email

subject lines much better than humans. This is accomplished by
understanding a brand's voice through the data it collects and
uses to train the AI. Deep learning-powered AI generates email
copy that resonates with customer segments, individuals, and
target audiences. This innovation can create personalised email
content recommendations on an individual level to increase
conversions and engagement. ML and AI are being used in
business and marketing. These technologies enable decision-
makers to glean valuable insights from massive amounts of

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data, allowing companies to stay ahead of emerging trends. AI

can help businesses navigate and analyse rapid market
fluctuations, allowing them to optimise their product mix and
predict trends.

Modern marketing depends on a deep understanding of

customer demands and preferences and the ability to act
quickly and effectively on that knowledge. Because of its
ability to make real-time, data-driven decisions, AI has gained
traction among marketing stakeholders. However, marketers
must be cautious when deciding how to best integrate AI into
their campaigns and procedures. The research and application
of AI tools are still in their infancy. As a result, a few concerns
should be considered when incorporating AI into marketing. AI
does not know which activities to perform to fulfil marketing
goals. They will require time and instruction to learn about the
company's goals, customers' preferences, historical patterns,
and the overall setting and acquire expertise.

Marketing teams must guarantee that businesses utilise

customer data responsibly and follow the rules. When it comes
to AI, this is a challenge. Unless the technologies are expressly
developed to follow particular legal requirements, they may go
beyond what is permissible when exploiting customer data for

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personalisation. AI in marketing is growing, but significant

obstacles accompany it. AI is designed to sift through massive
volumes of data and conduct a variety of computations. ML and
deep learning as AI components need sturdy hardware and a
large computing capacity to run calculations fast. AI is no
longer a revolutionary concept among technology enthusiasts,
researchers, and students. However, just a few individuals
know AI's potential and benefits.

When it comes to AI, there are also significant competence

disparities. Instead of being narrowed, these skill disparities are
increasing. Data science courses concentrating on AI
development have grown more common despite a minor
increase in interest in AI. However, more brilliant individuals
will be necessary to allow every firm to enter AI. For many
people, AI is still a novel technology. It will be difficult for
them to develop faith in AI. People are hesitant to trust if they
do not understand how AI algorithms generate judgments.
Suppose AI systems are not trained on high-quality, timely,
representative data. In that case, the tool will make poor
decisions not aligned with user preferences, reducing the
instrument's utility. Consumers and regulatory authorities are
pushing down on how businesses utilise their data.

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 Chapter 8
CONCLUSION
 Marketing Using AI

CONCLUSION

AI refers to techniques that allow machines to perform

cognitive functions that require human intelligence. These
include learning, reasoning, and interacting with the machine's
surroundings. ML and deep learning are two of the most well-
known AI techniques. AI can create a more personalised brand
experience, making cultivating user engagement and loyalty
easier. Marketers use language-based AI as sales tools,
payment processors, and engagement managers to improve the
user experience. Instead of figuring out the purchase process
independently, customers can now rely on chatbots to do it for
them. Language-based AI is rapidly improving, “learning”
from previous experiences and automatically optimising to
create an even better experience the next time. It can assist
marketers by identifying relevant content that users want to
read. Personalising content through observation, data
collection, and analysis is now possible with the help of AI.
This technology in digital marketing assists marketers with
email campaigns, allowing them to maximise results. Email
marketing is one of the digital marketing services that help
reach the target audience at the right time and ensure relevant
conversion strategies. Analysing data is the most critical

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advantage of AI in marketing. This technology will analyse

massive amounts of data and provide marketers with real-world
and actionable insights.

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 Chapter 9
FUTURE SCOPE
 Marketing Using AI

FUTURE SCOPE

Marketers may use AI to evaluate consumer behaviours and

patterns, anticipate future results, and adjust advertising
appropriately. It uses data, statistical algorithms, and cutting-
edge AI technology to forecast future trends. As AI systems
examine more data, they learn how to enhance their results and
deliver the best answers over time.

AI-powered ML algorithms can analyse massive amounts

of historical consumer data to identify which advertisements
are appropriate for clients and at what stage of the purchasing
process. AI will give marketers the optimisation benefits of
deploying content at the perfect moment by utilising trends and
data. ML is a process that uses observations or data, such as
direct experience, or instruction, to recognise patterns in data
that allow you to make better decisions in the future. ML aims
to enable computers to learn automatically “on their own,”
without human intervention or assistance so that systems can
adjust their actions accordingly.

Artificial Intelligence is still in its early stages, but it's

already changing the way we approach marketing. Here are
some emerging trends and technologies to keep an eye on:

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➢ Impact on the Workforce

The rise of Artificial Intelligence will undoubtedly impact the

workforce. While some jobs may become automated, new jobs
will also be created. For example, data analysts, programmers,
and AI trainers will become more in-demand. The challenge for
businesses will be to ensure their employees have the skills and
training needed to adapt to these changes.

➢ Ethical Considerations in Using Artificial Intelligence in

Marketing:

While Artificial Intelligence has the potential to revolutionize

marketing, it's important to consider the ethical implications.
The use of artificial intelligence (AI) in marketing is
becoming increasingly prevalent as businesses seek to
automate and improve their marketing efforts. However, it is
important to consider the ethical implications of using AI in this
context.

One key concern is the potential for AI algorithms to

perpetuate biases and discrimination, particularly when it
comes to things like race, gender, or socio-economic status.
There are also concerns around data privacy and
transparency, as well as the responsibility that businesses have

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to ensure that AI-powered marketing does not infringe on

individual rights or freedoms.

As such, it is essential for businesses to develop

robust ethical frameworks around the use of AI in marketing,
incorporating best practices from areas like machine learning
ethics and responsible data management. By doing so, they can
help ensure that their use of AI meets industry standards for
ethical behavior and helps build trust with customers over
time.

➢ Transparency and Accountability:

AI algorithms can be opaque, making it difficult to

understand how decisions are being made. Transparency and
accountability are essential for ensuring that AI is being used
ethically. Businesses should document their decision-making
processes and make sure they're explainable to non-technical
stakeholders.

➢ Responsible Use of Consumer Data:

AI relies on data to function, but using this data in unethical

ways can have serious consequences. Businesses need to be
transparent about the data they're collecting and how it's being

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used. They also need to ensure they're complying with privacy

regulations and protecting consumer data from misuse or theft.
Failing to do so can damage consumer trust and lead to legal
repercussions.

Artificial Intelligence in Marketing is undoubtedly one of

the most exciting and transformative trends in modern
marketing. While it brings numerous benefits, it also poses
significant challenges that businesses must overcome.
However, with the right strategies and practices, companies
can harness the power of Artificial Intelligence to drive
efficiency, productivity, and innovation in their marketing
initiatives.

As we look into the future, it's clear that Artificial

Intelligence will continue to revolutionize the marketing
landscape, and businesses that embrace it will have a
competitive edge.

AI for marketing is the best technique for predicting clients and

improving the customer journey by integrating customer data.
AI advancements provide businesses with more significant
ways to do this. This technology can assist in developing more

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successful marketing strategies, enhance the customer journey,

and transform how firms attract, nurture, and convert prospects.

Marketers use AI to separate clients into key groups by

segmenting them based on particular niches. Machine-
generated content and automated personalisation for the client
journey are governed by AI content production. AI-powered
content curation enables us to engage visitors better and stay on
top of their thoughts by offering relevant material and added
value while showcasing industry expertise. It may be used for
various purposes, including tailoring messages and making
better consumer suggestions.

AI applications in marketing allow for customising a

website's or app's services and content, the first step in driving
personalised marketing campaigns and creating meaningful
consumer engagement. AI chatbots use ML to improve and get
smarter over time continually. These are vast, adaptable, and
intelligent and give users a more lifelike experience. Chatbots
benefit organisations since they are excellent data collection
tools that dramatically cut personnel requirements and lower
obstacles. Businesses use dynamic pricing modules to arrive at
optimal prices for their products or services to stay competitive
and swiftly boost profitability.

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AI-controlled dynamic pricing modules enable them to

accurately price their services, even for short periods. It is one
of the most profitable AI applications in marketing. In
marketing, AI is extremely useful in carrying out retargeting
methods. AI continually monitors prospects' behaviour and
buying history and discovers patterns using ML and deep
learning algorithms.

In the future, marketers can use AI to create personalised

experiences for their customers and develop marketing
analytics techniques to target potential customers. Every
interaction a prospect or consumer has with a product or
solution is recorded and used to improve the product or service
in the future. There will be a better time for marketers to start
experimenting with AI strategies to help them create highly
personalised experiences for their customers. With AI poised
to continue growing across all industries and segments,
marketers should dedicate time and resources to experiment
with strategies and ensure their marketing organisation is set up
for continued success, both now and in the future.

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 Chapter 10
REFERENCES
 Marketing Using AI

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