Affiliation:
1. Chitkara Business School, Chitkara University, Punjab India
2. Panipat Institiute of Engineering and Technology, India
Abstract
Industrial 4.0 redesigned the way the business manufactures and distributes their product among customers. Artificial intelligence occupies its place in almost every type of business and its operation. The chapter aims to explore the ways how the artificial intelligence is integrated into marketing domain and helps the marketers in making sound strategies. In order to understand the use of artificial intelligence in marketing and identifying its implication on marketing industry, the review of the available literature is conducted. The study shows that the employment of artificial intelligence in marketing operations aids the firm in identifying the target market, offering the highly personalized services, achieving the time and cost efficiency through automation, effectively engage the customers and enhances connectivity with customer across the multiple platforms. The study also reveals the various AI tools used by the firm to stimulate their marketing operations and to stay competitive in this digital era.
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