The Influence of AI in Marketing
The paper concludes that the integration of AI in marketing, when managed responsibly, can lead to a more personalized and efficient customer experience, resulting in increased purchase intentions and improved sales outcomes.
Abstract
The advent of Artificial Intelligence (AI) in marketing has sparked a transformative change. This paper delves into the burgeoning application of AI in marketing, examining its potential to enhance efficiency and sales while addressing the associated ethical concerns and customer privacy issues. Despite the potential drawbacks, such as data privacy violations and the erosion of consumer autonomy, the study explains the benefits of AI in personalizing customer experiences and streamlining decision-making processes, which can bolster customer satisfaction and drive sales performance. The research reveals that while AI may initially lead to dissatisfactory customer experiences and demotivation due to discriminatory classification, strict regulations and company controls can mitigate these issues, fostering trust and enhancing the benefits of AI in marketing. The paper also discusses the impact of AI on consumer autonomy suggesting that AI can facilitate more efficient decision-making without compromising consumer choice. The paper concludes that the integration of AI in marketing, when managed responsibly, can lead to a more personalized and efficient customer experience, resulting in increased purchase intentions and improved sales outcomes. It calls for future research to investigate the impact of customer characteristics on AI-assisted experiences and decision-making, the alignment of AI intelligibility with customer preferences, and the implementation of ethical programs in AI marketing.