Affiliation:
1. Chitkara Business School, Chitkara University, India
2. Graphic Era Hill University, India
3. I.K. Gujral Punjab Technical University, India
Abstract
How artificial intelligence (AI) develops has changed the character of today's corporate setting. Artificial intelligence is very useful in the marketing industry since it enhances efficiency. The objective of the chapter is to ascertain how AI affects marketing. Machine learning (ML) is a type of computational intellect that makes it possible for computers to analyze and comprehend data despite the need for direct programming. Additionally, machine learning facilitates effective problem-solving. The technique improves and gains accuracy and efficiency as more data enters it. Using a range of resources, notably Scopus, Google Scholar, ProQuest, and others, pertinent publications regarding artificial intelligence for marketing were located for this investigation. This chapter aims to analyze artificial intelligence's role in the field of advertising and marketing. The exact uses of AI in several marketing domains and their impact on the marketing industry are investigated. Lastly, important uses of AI towards marketing are mentioned and investigated.
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