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THE ROLE OF ARTIFICIAL INTELLIGENCE IN REVOLUTIONISING MARKETING STRATEGIES

Dr. Rajendra Kumar Choudhary

Assistant Professor

Department of Management

Shri Krishna University Chhatarpur M.P. INDIA

ABSTRACT:

Artificial Intelligence (AI) is rapidly transforming the marketing landscape, fundamentally altering how businesses understand, reach, and engage with consumers. This paper explores the revolutionary role of AI in shaping modern marketing strategies, examining its capacity to drive personalization, efficiency, and data-driven decision-making. Through technologies such as machine learning, predictive analytics, natural language processing, and computer vision, AI enables marketers to analyze vast datasets in real time, uncover deep consumer insights, and automate complex processes that were once manual and time-intensive. The integration of AI tools—such as recommendation engines, customer segmentation algorithms, chatbots, and dynamic content generators—has empowered organizations to deliver hyper-personalized experiences, increase customer retention, and enhance return on investment (ROI). Moreover, AI facilitates more agile and adaptive campaign strategies by allowing continuous optimization based on live data feedback.

This paper also discusses the strategic implications of AI adoption in marketing, including its impact on consumer behavior, branding, content creation, and customer relationship management. While AI offers significant advantages, the research also acknowledges critical challenges such as data privacy, algorithmic bias, ethical considerations, and the need for skilled talent to implement AI solutions effectively. As marketing continues to evolve in a digital-first world, AI stands out as a pivotal force driving innovation, competitiveness, and sustainable growth.

This study concludes that organizations that successfully integrate AI into their marketing strategies are better positioned to meet the demands of a dynamic marketplace, delivering smarter, faster, and more meaningful customer interactions.

KEYWORD: Artificial Intelligence, Revolutionizing, qualitative, personalizing, marketing strategies, consumer behavior, customer engagement.