Paper Contents
Abstract
In todays digital economy, Artificial Intelligence (AI) has become a game-changer in marketing. This paper investigates how AI technologies such as machine learning, predictive analytics, and automation are transforming the way businesses anticipate consumer behavior and optimize their campaigns. Drawing on a mixed-method research design involving a survey of digitally active Indian consumers and expert interviews with industry professionals, the study explores the effectiveness, challenges, and ethical considerations of AI-driven marketing. Findings indicate that AI enhances personalization, boosts engagement, and improves conversion rates. However, concerns around privacy, transparency, and over-automation highlight the need for responsible AI practices. This paper offers actionable insights for marketers aiming to leverage AI strategically and ethically in the evolving digital landscape.
Copyright
Copyright © 2025 KOMAL. This is an open access article distributed under the Creative Commons Attribution License.
