Project Report: "An Overview of The Use of Artificial Intelligence in Marketing"

G. S.
College of Commerce & Economics, Nagpur 2022-23
PROJECT REPORT
"AN OVERVIEW OF THE USE OF ARTIFICIAL INTELLIGENCE IN

MARKETING"
Submitted to
G. S. College of Commerce & Economics, Nagpur
Affiliated to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur
In partial fulfillment for the award of the degree of
Bachelor of Business Administration
Submitted by
YASH SHEKHARE
Under the Guidance of
Prof. SHUBHANGI JEPULKAR

Academic Year 2022 – 23
G. S. College of Commerce & Economics, Nagpur 2022-23

CERTIFICATE
This is to certify that “ YASH SHEKHARE” has submitted the project report titled “ AN
OVERVIEW OF THE USE OF ARTIFICIAL INTELLIGENCE IN MARKETING’’, towards partial
fulfillment of BACHELOR OF BUSINESS ADMINISTRATION degree examination. This
has not been submitted for any other examination and does not form part of any other course
undergone by the candidate.
It is further certified that he/she has ingeniously completed his/her project as prescribed by
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.
PROF. SHUBHANGI JEPULKAR DR. AFSAR SHEIKH

(Project Guide) (Co-Ordinator)
Place:
Date:

DECLARATION
I here-by declare that the project with title “AN OVERVIEW OF THE USE OF
ARTIFICIAL INTELLIGENCE IN MARKETING ’’ has been completed by me in
partial fulfillment of BACHELOR OF BUSINESS ADMINISTRATION degree
examination as prescribed by Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur and
this has not been submitted for any other examination and does not form the part of any other
course undertaken by me.
YASH K. SHEKHARE
Place:
Date:

ACKNOWLEDGEMENT
With immense pride and sense of gratitude, I take this golden opportunity to express my sincere
regards to DR. SWATI KATHALEY, Principal, G.S. College of Commerce & Economics, Nagpur.
I am extremely thankful to my Project Guide PROF. SHUBHANGI JEPULKAR for his/her guideline
throughout the project. I tender my sincere regards to Co-Ordinator, PROF. AFSAR SHAIKH for
giving me outstanding guidance, enthusiastic suggestions and invaluable encouragement which helped
me in the completion of the project.
I will fail in my duty if I do not thank the non-Teaching staff of the college for their Co-operation.
I would like to thank all those who helped me in making this project complete and successful.
YASH K. SHEKHARE
Place:
Date:
INDEX
SR. No. PARTICULARS PAGE No.
1 Introduction 1
2 Company Profile 11
● Industry Profile
● Company Profile
3 Literature Review 17-20
4 Problem Definition 21-22
5 Objective of Study 23-28
Scope of Study
Limitations of Study
6 Research Methodology 29-31
 Research Design
 Primary Data
 Secondary Data
7 Hypothesis 32-33
8 Data Analysis & Interpretation. 34-46
• Hypothesis Testing
10 Findings 47-49
11 Suggestions 50-51
12 Conclusion 52-57
Bibliography
Annexture
Questionnaire
INTRODUCTION
1
CHAPTER 1
INTRODUCTION
WHAT IS MARKETING ?
Marketing is the process of creating, promoting and distributing products and services to
customers. It is the process of researching, advertising, selling and distributing a product or
service to a target audience. It involves understanding consumer needs and wants and creating
a product or service that meets those needs and wants. It also involves developing pricing
strategies, promotional tactics and distribution channels that will lead to the greatest customer
satisfaction.
WHAT IS ARTIFICIAL INTELLIGENCE ?
Artificial intelligence is the creation of intelligence machines which are capable of thinking
and reacting like humans, John McCarthy coined the term "Artificial Intelligence" and
McCarthy was one of the founders of the discipline of artificial intelligence. Artificial
Intelligence (AI) refers to the ability of machines to perform tasks that would normally
require human intelligence to accomplish. AI technologies use algorithms, statistical models,
and other computational techniques to learn from data and make predictions or decisions
based on that learning.
HISTORY OF MARKETING
Industrial Revolution (1760-1840s): The development of mass production techniques led to an

increase in supply, and marketers began to focus on creating demand for their products
through advertising and salesmanship.
Rise of Advertising (late 1800s): The introduction of mass media, such as newspapers and
magazines, provided new opportunities for businesses to reach a larger audience through
advertising.
2
Marketing as a Discipline (early 1900s): The first marketing textbooks were published, and
marketing began to be recognized as a distinct field of study.
Consumer Culture (1920s-1950s): The growth of consumerism in the post-World War II era
led to an emphasis on branding, packaging, and product design as key elements of marketing.
Digital Age (1990s-present): The widespread adoption of the internet and digital technologies
has revolutionized marketing, with the rise of online advertising, social media marketing, and
e-commerce.
EVOLUTION OF MARKETING TO ARTIFICIAL INTELLIGENCE GENERATION
Marketing has undergone a significant transformation over the years, from traditional
methods like print and TV advertising to digital marketing through social media, email, and
search engines.in recent years, the rise of Artificial Intelligence (AI) has further
revolutionized marketing, allowing companies to analyze data and automate processes in
ways that were previously impossible.
One significant way AI has impacted marketing is through data analysis. With the increasing
amount of data available to marketers, AI can help to analyze and interpret that data to gain
insights into consumer behaviour, preferences, and needs. AI can also be used to personalize
marketing messages and experiences for individual consumers, making them more relevant
and engaging.
3
HISTORY OF ARTIFICIAL INTELLIGENCE :
The birth of AI: The concept of AI was first introduced in the 1930s by mathematician and
philosopher Alan Turing, who proposed the idea of a machine that could simulate human
intelligence.
The 1950s: In the 1950s, a group of researchers including John McCarthy, Marvin Minsky,
Claude Shannon, and Nathaniel Rochester organized a conference at Dartmouth College to
discuss the possibility of creating machines that could think like humans. This conference is
widely considered to be the birth of AI as a field of study.
The 1960s and 1970s: During the 1960s and 1970s, AI research focused on developing rule-
based systems, which used a set of logical rules to make decisions. These systems were used
for applications such as expert systems and natural language processing.
The 1980s and 1990s: In the 1980s and 1990s, AI research shifted towards developing
machine learning algorithms, which could learn from data without being explicitly
programmed. This led to the development of neural networks, which were modeled after the
structure of the human brain.
The 2000s and beyond: In the 2000s and beyond, advances in computing power and data
storage have enabled the development of deep learning algorithms, which use multiple layers
of neural networks to perform complex tasks such as image recognition and natural language
understanding. Other areas of AI research include robotics, cognitive computing, and
autonomous systems.
4
HOW IS ARTIFICIAL INTELLIGENCE IMPACTING MARKETING ?
Al Marketing is quickly becoming an important ingredient that can no longer be ignored, so

what can marketers expect from Al both now and in the future, and how exactly will it impact
their overall business strategy?
AI is transforming the way marketers approach their campaigns. AI enables marketers to gain
a deeper understanding of their customers and to create personalized experiences for them. AI
can be used to analyze customer data and to identify customer segments with similar
characteristics. This can then be used to target specific audiences with tailored content,
increasing engagement and driving conversions.
SMARTER SEARCH :
Today's digital consumer can find information faster and more efficiently than ever before.
Thanks to a combination of social media and lightening fast search engines like Google,
people no longer spend excessive amounts of time sifting through information for what they
need. Google changes and improves its search algorithm almost daily and marketer must
recognize this and ensure their content stays optimized according to these changes.
SMARTER ADVERTISEMENTS:
Smarter ads will likely be one of the main reasons Al Marketing will have such an important
and lasting impact in the years to come. The ability for brands to use Al Marketing to develop
key strategy.
5
KEY USES OF ARTIFICIAL INTELLIGENCE IN TODAY MARKETING
CHATBOTS:-
If there's one type of Al that businesses see as a game-changer, its chatbots. Chatbots are
already on numerous websites, as they excel at answering customers: frequently asked
questions. The key fascination with chatbots is the impact they can have on the customer
experience. For some businesses, there aren't enough employees or hours in the day to answer
customer queries quickly.
CREATING - GENERATING CONTENT:-
What? A machine that writes by itself and creates content from scratch? There's no way! But,
I have news for you...
There is a way! And even though Al still can't write its own political opinion for a newspaper
column or a blog post on the best and most practical advice for a specific industry, there are
certain areas in which content created by Al can be useful and help attract visitors to your
website.
CONTENT CURATIONS:-
Al is not only able to generate content; it can also curate it. Content curation by artificial
intelligence will make it possible to better connect with visitors on certain websites and show
them more relevant content. This technology is commonly used to make personalized content
recommendations that the user may find interesting, such as the typical. "people who buy X
also buy Y," like we constantly see on Amazon.
6
PRODUCTION & CONTENT RECOMMENDATIONS :-
Fast forward to 2019, and some of the most successful digital companies have built their
product offerings around the ability to provide highly relevant and p sonalised product or
content recommendations - including Amazon, Netflix and Spotify. As Lori Goldberg wrote
in a brief history of artificial intelligence in advertising for Econsultancy.
EMAIL MARKETING :-
Brands are using the power of Al to personalize email marketing campaigns based on
preferences and user behaviours. This makes it possible to better connect with them and, with
a hit of luck, turn them into clients.
DIGITAL ADVERTISING:-
Digital advertising is, without a doubt, the area of digital marketing that's most successfully
adopted artificial intelligence.
For example, Facebook and Google ad platforms already use machine learning and artificial
intelligence to find people more prone to making the advertiser's desired action.
7
HOW ARTIFICIAL IINTELLIGENCE SUPPORT
Artificial Intelligence (AI) can support various areas of human life in many ways. Here are
some examples:
HEALTH CARE : AI can help doctors and healthcare professionals diagnose diseases,
analyze medical images, and develop treatment plans. AI-powered tools can also assist with
patient monitoring and management, providing more personalized and effective care.
EDUCATION : AI can support education by providing personalized learning experiences for

students, automating administrative tasks, and helping teachers to identify areas where
students need extra help.
BUSINESS : AI can support businesses by automating routine tasks, improving customer

service, and analyzing data to gain insights into consumer behavior and market trends. AI-
powered tools can also optimize supply chain management, reduce waste, and increase
efficiency.
SOCIAL SERVICES : AI can support social services by identifying patterns of fraud and
abuse in welfare programs, providing personalized support for people with disabilities or
mental health conditions, and optimizing resource allocation to support vulnerable
populations.
8
8 Ways Intelligent Marketers Use Artificial Intelligence:-
AUTOMATED IMAGE RECOGNITION
If you’ve recently used Google Photos, you may have noticed how good the system has
become at recognizing people and images. In recent years, software has become superhuman
at recognizing people, with accuracy exceeding 99%.
INTELLIGENT E-MAIL CONTENT CURATION
Your team often spends hours compiling and scheduling weekly emails to multiple customer
segments. Even with smart subscriber segmentation, you can’t deliver a personalized email to
every single customer. Yet, a 2016 study by Demand Metric found that 80% of marketers say
personalized content is more effective than “unpersonalized” content.
AI-ENHANCED PPC ADVERTISING
Most marketers allocate their pay-per-click budgets to AdWords and Facebook. According to
eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook with
19.7%.
SMART CUSTOMER ENGAGEMENT
Machine-learning algorithms also can help identify disengaged customer segments that are
about to churn or leave for a competitor.AI-powered tools in this category can help gather
data, build a predictive model, and test and validate that model on real customers. That
information can indicate what stage of churning the person is in. While quick-churn
customers (users who abandon a product shortly after starting to use it) are difficult to re-
engage, late-churn customers (those who have a long-lasting relationship with your brand) can
be incentivized to keep using your product.
9
AI-POWERED CUSTOMER INSIGHTS
Where it would take humans an immense amount of time to crunch all the numbers and match
them to customer’s behavioral patterns, AI can give marketing insights on the fly.Dynamic
Yield helps the likes of Under Armour, Sephora, and Urban Outfitters build actionable
customer segments by using an advanced machine-learning engine
AI - POWERED CONTENT
Natural-language generation holds tremendous potential in making the work of content

creators more efficient. By 2018, Gartner predicts, 20% of
AI-POWERED CONTENT CREATION
Natural-language generation holds tremendous potential in making the work of content

creators more efficient. By 2018, Gartner predicts, 20% of all business content will be
authored by machines.
CONTENT-CREATION CHATBOTS
If you’ve recently chatted online with a customer service rep, your helpful correspondent
named Ashley or Jen might have held a little secret – she’s a bot.
From fashion to health to insurance, intelligent chatbots are providing borderline magic
customer support. And in some cases, they’re better at creating personalized content than
humans.
HIGHLY PERSONALIZED WEBSITE EXPERIENCE AND BETTER
While AI’s capacity is far from being able to build new websites from the ground up, it can
help you enhance your visitor experience with intelligent personalization on your site.
10
COMPANY PROFILE
11
CHAPTER 2
COMPANY PROFILE
INDUSTRY PROFILE
The Artificial intelligence (AI) is increasingly being used in marketing to improve customer
experience, optimize marketing campaigns, and increase revenue. The marketing industry has
been quick to adopt AI technologies, with many companies integrating AI into their strategies
and operations. Here is a brief overview of the industry profile of artificial intelligence in
marketing:
MARKET SIZE & GROWTH : The AI in marketing market is expected to grow at a

compound annual growth rate (CAGR) of 26.3% between 2021 and 2028, reaching a market
size of $32.40 billion by 2028, according to a report by Grand View Research.
KEY APPLICATION : AI is being used in various applications in marketing, including

customer segmentation, predictive analytics, chatbots, image and speech recognition, and
recommendation engines. AI can help marketers personalize their messaging, improve lead
scoring, and optimize marketing campaigns for better results.
KEY PLAYER'S : Some of the key players in the AI in marketing market include IBM
Corporation, Google, Microsoft Corporation, Salesforce, Adobe Systems Incorporated, and
Amazon Web Services.
CHALLENGE & CONCERN : While AI has the potential to revolutionize marketing, there
are concerns around data privacy, bias, and the ethical implications of using AI. Marketers
need to be aware of these issues and ensure that they are using AI in a responsible and
transparent way.
12
FUTURE OUTLOOK : The use of AI in marketing is expected to continue to grow in the

coming years, as more companies adopt AI technologies and integrate them into their
marketing strategies. As AI technology continues to evolve, we can expect to see even more
advanced applications of AI in marketing, such as personalized video content and augmented
reality experiences.
13
COMPANIES THAT WORK IN ARTIFICIAL INTELLIGENCE
● IBM
Watson Campaign Automation: This solution uses AI and machine learning to help marketers
deliver personalized and relevant messages to customers across multiple channels, including
email, SMS, and social media. Watson Assistant for Marketing: This solution uses natural
language processing (NLP) and machine learning to create conversational marketing
experiences that can help businesses engage with customers in a more personalized way.
Watson Discovery for Marketing: This solution uses AI-powered search and content analysis
to help marketers uncover insights and trends in their data, and make data-driven decisions
about their marketing campaigns. Watson Advertising: This solution uses AI to help
advertisers create personalized and engaging ads across multiple channels, including TV,
digital, and out-of-home advertising.
IBM Customer Experience Analytics: This solution uses AI and machine learning to analyze
customer behavior and provide insights into customer journeys, helping businesses optimize
their marketing and customer engagement strategies.
● MICROSOFT
Microsoft Dynamics 365 Marketing: This solution uses AI to help businesses create and
deliver personalized marketing messages across multiple channels, including email, social
media, and SMS.
Azure Cognitive Services: These services enable businesses to add intelligent features to their
applications, including language understanding, speech recognition, and computer vision.
Microsoft Advertising: This platform uses AI and machine learning to help businesses
optimize their advertising campaigns and target the right audience with the right message.
14
Microsoft Power BI: This business intelligence tool uses AI to help businesses analyze their
marketing data and gain insights into customer behavior and trends.
Microsoft Social Engagement: This solution uses AI to help businesses monitor social media
conversations and sentiment, and gain insights into customer behavior and preferences.
● AMAZON WEB SERVICE
Amazon Personalize: This solution uses machine learning to create personalized

recommendations and experiences for customers, based on their behavior and preferences.
Amazon Polly: This service enables businesses to convert text into lifelike speech, allowing
them to create engaging voice-enabled experiences for their customers.
Amazon Rekognition: This service uses computer vision to analyze images and videos,
enabling businesses to automatically tag and categorize their content.
Amazon Comprehend: This service uses natural language processing (NLP) to analyze text
and gain insights into customer sentiment, preferences, and behavior.
Amazon SageMaker: This service provides a range of tools and workflows for building,
training, and deploying machine learning models, enabling businesses to create customized
solutions for their marketing needs.
15
● CHATGPT
Customer support: ChatGPT can be integrated into a business's website or social media
channels to provide automated customer support. ChatGPT can answer frequently asked
questions, provide guidance on product selection, and assist with basic customer service
inquiries.
Content creation: ChatGPT can be used to generate content for a business's website, blog, or
social media channels. ChatGPT can create articles, social media posts, and other content
based on a business's brand voice and marketing objectives.
Personalization: ChatGPT can be used to create personalized experiences for customers. By

analyzing customer data and behavior, ChatGPT can create customized product
recommendations and tailored marketing messages.
Market research: ChatGPT can be used to conduct market research by analyzing customer
feedback and social media conversations. ChatGPT can identify trends and insights that can
inform a business's marketing strategies and product development.
16
LITERATURE REVIEW
17
CHAPTER 3
LITERATURE REVIEW
Al is already an integral part of the business landscape, particularly in the U.S. And with good
reason: In a recent Deloitte survey of 1.100 U.S. executives from companies considered to be
early Al adopters, 82% reported a positive return on their investment for their Al initiatives.
"Many of the complex challenges businesses need to solve today require humans working with
machines to gain an advantage," says David Rudini, principal and chief analytics officer.
Deloitte Consulting LLP. "In order to achieve true ROI from your Al investments, it requires
defining specific business outcomes, and understanding the costs, cascading impacts, and
talent implications at the onset."
When it comes to marketing and advertising. Al is extremely pervasive, with at least 80% of
the digital media market likely to be using some kind of Al in advertising this year. In fact,
modem digital advertising as we know it today wouldn't exist without Al. Al is used to profile
visitors to a website or app, then that information is used to target and deliver ads to a network
of platforms and services that play different roles at each stage of the advertising supply chain.
We're seeing Al analyze customer behavior to make smart recommendations based on

attributes such as age, gender, location, and millions of other data points that marketers can use
to reach the right customer at the right time. And we're already seeing unique web pages that
are built on the fly just for individual consumers a custom shopping catalog for one,
compliments of Al Al-powered conversational intelligence like chatbots and voice-enabled
platforms like Alexa are also radically changing our ideas of what digital marketing can do.
Brands want to reach the right consumers, at the right time, with the right message and Al-
enabled platforms and tools are making this a reality.
18
Who is the founder of Deepmind the Al Company of Google, "Artificial intelligence is the art
to make machines intelligent (Ahmed, 2015)," the most widely accepted definition and also a
well-fitting one since Al is a broader term used for a number of a variety of indicators. Under
the Al, there are some subcategories including machine learning and deep learning which
manufacture real-world apps of Al. including search suggestions, voice recognition, virtual
assistants and image recognition. The term, Al, refers to the computer-assisted analytical
course that attempts to form automated systems which can be labeled as intelligent. It is the
automated system that inputs data to conduct tasks of intelligent beings in a manner that
increases the success rate. According to Guruduth Banavar, supervisor of Al research by IBM,
there are a broader variety of various types of Artificial intelligence, therefore, it can be
considered as a collection of technologies(Kaput, 2016). These technologies have various
functions and come in a variety of prices, but the aim of all of them is almost the same which
is to mimic human intelligence in technologies to make the functions intelligent.
The progressions made in Al and its executions in various domains have resulted in the
advancement of Al technologies that is evident to be valuable and beneficial for marketing
professionals. Since more emphasis is on digital marketing as compared to the traditional
methods of marketing, the ample data is there for usage of Al technologies. Al technologies
have the ability to help marketing managers in various functions including lead generation,
market research, social media controlling and customization of consumer experiences (Steme,
2017) Al technologies in the field of marketing can be broadly assified to customized Al
systems for the customized usage and to vendor provided and software-as-a-service (SaaS)
solutions which include Al aspects. Customized and real Al technologies can be manufactured
by the internal Al department of companies, outsource providers or it can either be a mix of
both.
The various vendor-provided solutions of Al also need customization for personal usage cases
(Sterne, 2017) A majority of software houses and providers have given a lot in Al and
technology organizations such as IBM is giving their own marketing computerized solution
with IBM Watson Campaign Automation.
19
IBM Watson Campaign Automation has Al by default which is built in the solution. which is
considered as the leading provider of Customer Relationship Management (CRM) software has
also begun to provide Al service along with the Salesforce Einstein, which is also executed in
the solution (Steme, 2017), Paul Roetzer, who is the CEO of Marketing Artificial Intelligence
Institute, came up with the structure for Al in marketing which i commonly known as SPs of
Marketing Al. The structure was formed for simplifying and visualizing the ground and it is in
line with the research carried out with different Al companies and engineers on how marketing
can take benefit from Al (Roetzer, 2017)
In today's world. Al is used to support marketing managers in various tasks and operations
including digital marketing (buying), web development, SEO, external email marketing, lead
generation, social media monitoring and A/B testing (Davenport, 2017)
The earlier concepts and principles have been examined to tackle the marketing related issue
since a very long time (Wierenga & van Bruggen, 2000) but the major usage and
implementation of Al in marketing have begun to arise in past few years (Wierenga. 2010). Al
has been implemented in most of the companies in today's world but there is still not a high-
level of implementation in different companies. Different marketers have shown their interest
in adopting Al soon and around 98% of them are now preparing for executing it completely.
Whereas, only 20% of the marketers have implemented one or more Al solutions in 2017 in
the business (Bughin, McCarthy & Chui, 2017). The mismatch between the preparation and
execution acts as a major pointer that it is not very late for the implementation of Al in
marketing, opposing to the fact that how the major buzz about Al may result in believing of
people that they need to implement it very soon. However, applications of Al in the field of
marketing are quickly developing with a number of different software and services coming up
for the companies to use for their brands. The researchers also predicted that 2018 and the
coming years will be a tuming point in the diffusion of Al in the field of marketing.
20
PROBLEM DEFINITIONS
21
CHAPTER 4
PROBLEM DEFINITION
A possible problem definition for the use of AI in marketing could be:
"The use of AI in marketing presents both opportunities and challenges. While AI has the
potential to transform marketing by enabling personalized experiences, predictive analytics,
and automation, it also raises concerns around privacy, ethics, and the impact on human jobs.
Additionally, there is a need to ensure that the use of AI in marketing is aligned with the
organization's overall strategy, and that marketers have the necessary skills and resources to
effectively leverage AI for their campaigns."
SOLUTION DEFINITION
A possible solution definition for the use of AI in marketing could be:
"To effectively leverage the benefits of AI in marketing while addressing the challenges,
organizations can develop an AI strategy that is aligned with their overall business objectives
and values. This strategy should include guidelines and best practices for the ethical use of AI,
data privacy, and the protection of customer information. It is also important to invest in the
necessary resources, such as skilled personnel and AI tools, to ensure that the technology is
effectively integrated into marketing campaigns. Additionally, organizations can explore the
use of AI to enhance customer experiences and engagement, such as through personalized
recommendations and chatbots."
22
OBJECTIVE OF STUDY
23
CHAPTER 5
OBJECTIVES OF THE STUDY
The objective of a study on the use of AI in marketing could be:
1. To identify the benefits and challenges of implementing AI in marketing strategies
2. To understand the impact of AI on consumer behaviour and preferences
3. To evaluate the effectiveness of AI in marketing campaigns
4. To analyze the role of AI in enhancing customer experiences and engagement
5. To assess the impact of AI on job roles and the future of work in marketing
6. To provide recommendations for organizations on how to leverage AI in marketing
effectively and responsibly.
24
SCOPE OF STUDY
25
5.2
SCOPE OF STUDY
1. Review of the current state of AI in marketing and its impact on the industry
2. Analysis of the potential benefits and challenges of AI in marketing
3. Examination of the impact of AI on consumer behaviour and preferences
4. Assessment of the skills and resources required for effective implementation of AI
5. Evaluation of the effectiveness of AI in marketing campaigns through case studies
6. Exploration of the role of AI in enhancing customer experiences and engagement
7. Examination of the impact of AI on job roles and the future of work in marketing
26
LIMITATIONS OF STUDY
27
5.3
LIMITATION OF STUDY
1. Data Dependence on technology: The use of AI in marketing relies heavily on

technology, and any disruption to the technology can lead to problems in the marketing
strategy.
2. Cost: Implementing AI in marketing can be expensive, and not all companies may have
the resources to invest in this technology.
3. Complexity: AI is a complex field, and studying its use in marketing requires a deep
understanding of both marketing and AI.
4. Lack of standardization: There is currently no standardization in the use of AI in
marketing, which can make it difficult to compare and replicate results.
5. Rapidly evolving field: AI technology is constantly evolving, and keeping up with the
latest developments can be challenging.
28
RESEARCH METHODOLOGY
29
CHAPTER 6
The research work has used the primary and secondary data to accomplish the objectives.
Primary data was collected via interview with the help of questionnaire, sample population
was Marketing Professionals and the sample size is 80 and the secondary data was collected
through journals, articles and the past research done on this topic also internet was the great
support. The following tools have been used as methodology in this dissertation.
OBJECTIVE OF STUDY :
The research is aimed to have the following objectives
1. To find out the impact of Artificial Intelligence on Marketing
2. To find out the transformation of Marketing by Artificial Intelligence.
3. To reconnect solutions or strategies for the effective use of Al technologies in marketing
RESEARCH QUESTION :
1. What is the Impact of Artificial Intelligence on Marketing?
2. What is the recommendation for the effective use of Al technologies in Marketing?
3. What are the different challenges in the use of Al technologies in Marketing?
30
RESEARCH DESIGN - Descriptive, as the research consists of survey & study on the impact
of artificial intelligence on marketing operations done by some companies
SAMPLING TECHNIQUE - Convenience Sampling (Part of Non-Probability Sampling

Methods).
Instrumental - Questionnaire
TOOLS OF DATA COLLECTION
1. Primary Data Responses from the questionnaire.
2. Secondary Data-Companies Profiles, Research Papers, Journals, articles and reviews.
31
HYPOTHESIS
32
CHAPTER 7
HYPOTHESIS
HYPOTHESIS
Hypothesis is usually considered as the principal instrument in research. Its main function is to
suggest new experiments and observations. In fact, many experiments are carried out with the
deliberate objects of testing hypothesis.
ALTERNATIVE HYPOTHESIS- H1: Companies that use AI in their marketing strategies

have significantly better marketing performance than companies that do not use AI..
NULL HYPOTHESIS- H0: There is no significant difference in marketing performance

between companies that use AI and companies that do not use AI.
33
DATA ANALYSIS &
INTERPRETATION
34
CHAPTER 8
DATA ANALYSIS & INTERPRETATION
WHICH KIND OF MARKETING IS EFFECTIVE NOW :
From the findings it can be said that maximum people voted for the online mode of marketing as their
preference considering today's digital world and only 8 opted for the offline mode which is considered as the
traditional style of selling the products.
Mean - 40
Standard Deviation-45.25
Variance - 2048
35
DID YOU THINK ARTIFICIAL INTELLIGENCE IS FUTURE IN DIGITAL
MARKETING :
As good as 90% which is 72 people out of 80 are very well aware of the term social media marketing, 7 people
being partially aware of this and only 1 have answered for no as he/she might not know about this from of
marketing.
Mean - 26.66
Variance 1550.33
36
ARTIFICIAL INTELLIGENCE IMPACT IN CUSTOMER RECOMMENDATION :
There are total 80 people participating in this from different age groups- majority are from 20-25 years group
i.e. 52 (65% of the total population), second comes from 15-20 years group i.e. 20 (25% of the total
population) and lastly from 25-30 years group counting to 8 (10% of the total population).
37
IN SOCIAL MEDIA WHERE THE MOST OF ARTIFICIAL INTELLIGENCE IS USED :
In the above mentioned question, what are your interests on social media was asked from the participants for
which they can go for more than one option. The top options for which people voted majorly are products
(53.3%), services (38.7%), chatting (41.3%) and promotions/ offers (24%).
Mean - 15.5
Standard Deviation-16:10
Variance-259.42
38
RECOMMENDATION OF ARTIFICIAL INTELLIGENCE IS HELPFUL :
When it comes to knowledge about new brands in the market we can clearly see from the above pie chart that
social media platforms do help majorly in establishing an image in the minds of the consumer. 85% and above
are strongly in favor of this, with 12.5 % ( 10 people) being in neutral position and only 2 people does not
stand with this.
Mean - 16
Variance-288.5
39
DID ARTIFICIAL INTELLIGENCE SCOPE IN SOCIAL MARKETING?
Presence of business on social media sites helps them in reaching new customers which in turn increase their
sales, profit margins, increased share in the market etc. keeping all this in mind 80% (64 people) out of 80 do
think this way of marketing as a success, with 16.2% (13 people) thinking equally for both and only 3 think
this as an unsuccessful step.
Mean-26.66
Variance - 1070.33
40
GROWTH OF ARTIFICIAL INTELLIGENCE INTO MARKETING :
On the rating scale from 1 to 8, 1 being the least likely and 8 being most likely they will or will not
recommend the brand artificial intelligence, rating 5 can be considered as the middle value. So as per the data
presented in the above graph most the people gave the rating above 5, which means they have a positive
outlook for this and will suggest the products to others.
In several year there is extremely growth into an artificial intelligence marketing and business sources.
artificial intelligence help's business by business chatbots, automation, recommend features.
41
SECONDARY DATA
Cases of the companies who have successfully implemented Artificial Intelligence
technologies in their marketing program.
NETFLIX :-
Ignoring the wisdom of crowds, Netflix is now completely relying on the Al based predictive technologies
(Algorithms) to provide personalized recommendations to its users. Previously dependent on user's
reviews, Netflix now (with the help of Algorithms) suggests movies and shows that are similar to those
users have previously seen and liked. This is a great example of preemptive marketing.Subsequent to
disabling its subscribers from submitting reviews/comment on its collections of TV shows and movies, the
streaming giant purged all the remaining reviews from the users putting an end to its rating based system.
Apart from that, Netflix eliminated the annoying pauses and rebuffering issues encountered
during online streaming. It utilized Al technology to refine and optimize each scene of the video.ensuring
high-quality display even on slow internet connection.
42
AMAZON :-
Being one of the early adopters of Al technology. Amazon has been driving benefits from product
recommendations for long. Its recommendation engine alone constitutes 35 percent of the company's overall
revenue. Amazon has refined the algorithms from time to time for making better suggestions and now it's
using machine learning to make the recommendations more dynamic.
Product reviews on Amazon can be really helpful in marketing and brand promotion. Many companies
misused the platform and generated fake reviews to amplify their product ratings. In response to which,
Amazon created a machine-learning algorithm that filtered authentic reviews from fake ones.
The ecommerce colossus, furthermore, used Al and machine learning to power its three popular products;
Amazon Go Store. Alexa, and Amazon recommendation engine. Amazon's voice enabled device, Echo is
another note-worthy weapon in Amazon's machine learning armory.
To ace up the Al product race, Amazon recently launched Echo look. The newest edition in Amazon's echo
branded products, Echo look is a cordless camera assistant and personal stylist that leverages machine learning
and human advice. Just command Alexa to capture a picture and post in on social media. Besides, you can
sync all echo products to get a better experience.
43
SPOTIFY :-
Having a rich history of upending the music industry, Spotify has been pushing the technological
boundaries and getting the best out of Al, machine learning and big data. It discovers weekly
playlists personalized for every user's unique predilections.
Spotify is said to be a data-driven entity for a reason. With millions of users listening to music
nonstop, the company receives an exponential amount of data that it is used to run different
interesting campaigns. In 2013, with the help of streaming data and user behavioral information, Spotify
foretold the winners of Grammy Awards before the award show. Unsurprisingly, 4 out of 6 of its predictions
turned out to be right.
The music streaming service has also test-launched its dedicated voice search interface to end its dependency
on SIRI and Alexa, earlier this year. And now as we are reaching towards the end of 2018, the yearly Spotify
Wrapped 2018 feature is here to enable the users to get a dive into their whole year's music flashback.
Unlike previous years' versions, the year's feature also creates a Tastebreakers' playlist comprising of popular
artists and genres users didn't listen to in 2018 so that they can start new year with new music.
44
HYPOTHESIS TESTING
45
CHAPTER 9
HYPOTHESIS TESTING
HYPOTHESIS TESTING
To perform hypothesis testing for the use of artificial intelligence in marketing, we would need
to first define our null and alternative hypothesis.
NULL HYPOTHESIS (H0) : There is no significant difference in marketing performance

between companies that use AI and companies that do not use AI.
ALTERNATIVE HYPOTHESIS (H1) : Companies that use AI in their marketing strategies

have significantly better marketing performance than companies that do not use AI.
We would then collect data on the marketing performance of a sample of companies that use
AI and a sample of companies that do not use AI. We could use statistical tests, such as a t-test
or ANOVA, to analyze the data and determine if there is a significant difference in marketing
performance between the two groups.
WE WOULD REJECT THE NULL HYPOTHESIS AND CONCLUDE THAT THERE IS A

SIGNIFICANT DIFFERENCE IN MARKETING WITH THE HELP OF ARTIFICIAL
INTELLIGENCE AND WE ACCEPT ALTERNATIVE HYPOTHESIS.
46
FINDINGS
47
CHAPTER 10
FINDING'S
The major findings of the research showed that the major influencing factors in integrating
Al in marketing are competitive pressure, media attention, digital maturity, and customers.
On the findings related to the benefits of integrating Al in marketing, different responses

were gathered from the respondents. The major benefits according to the marketing
professionals are increasing efficiency, time-saving in the marketing functions, improving
conversion rates, a better understanding of customer information, making marketing
decisions more feasible, increasing the ROI, insights, enhanced service and customer
satisfaction. Other benefits include improved data analysis and effective handling of
marketing processes.
On a question related to the biggest challenge of Al integration in marketing, Budget

constraints technical compatibility is considered as the major challenge in Al integration
according to the respondents. Respondents also consider that it is important to have data in
place as it is the most important part of Al thus, according to them, data is also the biggest
challenge.
According to the respondents, data is the major ethical aspect to take into account
concerning the customers.
On the question related to the usage of Al in the marketing of the company, respondents
stated that Al has made the marketing function more effective and it is used in almost all
the important marketing functions.
48
The aim of the paper was to find out the impact of Al on marketing by including the
perspective of marketing professionals. In order to reach the objective of the research and to
answer the research questions, different steps were followed. At first, a comprehensive
literature review was highlighted which provided a detailed understanding of Al and the use of
Al in marketing by including the perspective of different researchers. Secondly, the researcher
used the qualitative research method which involved semi-structured interviews with different
marketing professionals belonging to different firms in India.
The above findings highlight the importance of Al in the marketing of businesses. Al has
transformed the landscape marketing and helps in updating the outdated methods of marketing.
This will be a major challenge for the organizations to transform according to the changing
landscape of marketing. The organizations need to prepare themselves for the future and train
their employees constantly with the emergence of innovation. The research has positively
contributed to the existing literature by filling the existing gaps present in the literature by
taking the marketing professional's perspective on the impact of Al in marketing. This
highlighted the importance of Al in marketing and the major benefits associated with the
integration. In addition, major challenges, ethical aspects, and usages provided a guideline to
the companies to adopt Al in marketing. It is recommended to the firms to follow the aspects
and challenges while integrating Al in marketing.
49
SUGGESTIONS
50
CHAPTER 11
SUGGESTION
Here are Suggestions for the use of AI in marketing:

1. Personalizing the marketing messages to each individual customer based on their
browsing and purchasing history, would help to improvise the search and customer
experience on the website.
2. AI-powered chatbots can be utilized to provide 24/7 customer support, answering
frequently asked questions, and helping customers to find the information they need
quickly, which will enhance the customer utility.
3. Using predictive analytics to anticipate customer behaviour and preferences, allows to
tailor marketing campaigns to customer needs.
4. Using sentiment analysis helps to track customer reactions to company’s marketing
campaigns and adjust marketing strategies accordingly.
51
CONCLUSION
52
CHAPTER 12
CONCLUSION
The aim of the paper was to find out the impact of Al on marketing by including the
perspective of marketing professionals. In order to reach the objective of the research and to
answer the research questions, different steps were followed. At first, a comprehensive
literature review was highlighted which provided a detailed understanding of Al and the use
of Al in marketing by including the perspective of different researchers. Secondly, the
researcher used the qualitative research method which involved semi-structured interviews
with different marketing professionals belonging to different firms in India.
The above findings highlight the importance of Al in the marketing of businesses. Al has
transformed the landscape marketing and helps in updating the outdated methods of
marketing. This will be a major challenge for the organizations to transform according to the
changing landscape of marketing. The organizations need to prepare themselves for the
future and train their employees constantly with the emergence of innovation. The research
has positively contributed to the existing literature by filling the existing gaps present in the
literature by taking the marketing professional's perspective on the impact of Al in
marketing. This highlighted the importance of Al in marketing and the major benefits
associated with the integration. In addition, major challenges, ethical aspects, and usages
provided a guideline to the companies to adopt Al in marketing. It is recommended to the
firms to follow the aspects and challenges while integrating Al in marketing.
53
BIBLIOGRAPHY
54
CHAPTER 13
BIBLIOGRAPHY
LINKS:-
□ https://mobidev.biz/blog/artificial-intelligence-ai-marketing-use-cases
□ https://www.adverity.com/ai-marketing
□ https://www.sciencedirect.com/science/article/pii/S2666603022000136
□ https://levity.ai/blog/how-to-use-ai-for-marketing-benefits-examples
□ https://contentmarketinginstitute.com/articles/marketers-use-artificial-intelligence/
□ https://www.marketingevolution.com/marketing-essentials/ai-markeitng?hs_amp=true
REFERENCE:-
1. Ahmed, K. (2015, September 16). Google's Demis Hassabis-misuse of artificial intelligence
'could do harm'. httpswww.bbc.com/news.business-34266 425 Accessed: 6 November 2018,
2. Bughin, J., Hazan, E., Manyika, J., & Woetzel, J. (2017). Artificial Intelligence: The Next
Digital Frontier, McKinsey Global Institute.
3. Hoanca, B. and Forrest, E. (2015). Artificial Intelligence: Marketing's Game Changer - IGI
Global
4. Kaput, M. (2016, November 1). The Marketer's Guide to Artificial Intelligence

Terminology.
https://www.marketingalinstitute.com/blog/the-marketers-guide-to-artificial-intelligence-
termina log Accessed: 6 November 2018. 6. Lee, C., Wang, M., Yen, S., Wei, T., Wu, L.
Chou, P. & Yang, T. (2016, August).
55
ANNEXTURE
QUESTIONNAIRE :
Q1 . Which kind of marketing is effective now?

o Online
o Offline
Q2 Did you think artificial intelligence is future in digital marketing?

o Yes
o No
o Maybe
Q3. Artificial intelligence impact in customer recommendation?

o Yes
o No
o Maybe
Q4 In social media where the most of artificial intelligence is used?

 Answer based on study
Q5. Recommendation of artificial intelligence is helpful?

o Yes
o No
o Definitely
o Maybe
56
Q6. Does Artificial Intelligence has scope in social marketing?
o Yes
o No
o Maybe
Q7. Do you think there is growth of artificial intelligence in marketing?

o Yes
o No
o Definitely
o maybe
57

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G. S.

College of Commerce & Economics, Nagpur 2022-23

"AN OVERVIEW OF THE USE OF ARTIFICIAL INTELLIGENCE IN

In partial fulfillment for the award of the degree of

Bachelor of Business Administration

Under the Guidance of

Prof. SHUBHANGI JEPULKAR

G. S. College of Commerce & Economics, Nagpur

G. S. College of Commerce & Economics, Nagpur

OVERVIEW OF THE USE OF ARTIFICIAL INTELLIGENCE IN MARKETING’’, towards partial

fulfillment of BACHELOR OF BUSINESS ADMINISTRATION degree examination. This

undergone by the candidate.

Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.

PROF. SHUBHANGI JEPULKAR DR. AFSAR SHEIKH

G. S. College of Commerce & Economics, Nagpur

G. S. College of Commerce & Economics, Nagpur

SR. No. PARTICULARS PAGE No.

WHAT IS ARTIFICIAL INTELLIGENCE ?

Industrial Revolution (1760-1840s): The development of mass production techniques led to an

EVOLUTION OF MARKETING TO ARTIFICIAL INTELLIGENCE GENERATION

HISTORY OF ARTIFICIAL INTELLIGENCE :

HOW IS ARTIFICIAL INTELLIGENCE IMPACTING MARKETING ?

Al Marketing is quickly becoming an important ingredient that can no longer be ignored, so

KEY USES OF ARTIFICIAL INTELLIGENCE IN TODAY MARKETING

CREATING - GENERATING CONTENT:-

PRODUCTION & CONTENT RECOMMENDATIONS :-

HOW ARTIFICIAL IINTELLIGENCE SUPPORT

EDUCATION : AI can support education by providing personalized learning experiences for

BUSINESS : AI can support businesses by automating routine tasks, improving customer

8 Ways Intelligent Marketers Use Artificial Intelligence:-

AUTOMATED IMAGE RECOGNITION

INTELLIGENT E-MAIL CONTENT CURATION

AI-ENHANCED PPC ADVERTISING

SMART CUSTOMER ENGAGEMENT

AI-POWERED CUSTOMER INSIGHTS

Natural-language generation holds tremendous potential in making the work of content

AI-POWERED CONTENT CREATION

Natural-language generation holds tremendous potential in making the work of content

HIGHLY PERSONALIZED WEBSITE EXPERIENCE AND BETTER

MARKET SIZE & GROWTH : The AI in marketing market is expected to grow at a

KEY APPLICATION : AI is being used in various applications in marketing, including

FUTURE OUTLOOK : The use of AI in marketing is expected to continue to grow in the

COMPANIES THAT WORK IN ARTIFICIAL INTELLIGENCE

● AMAZON WEB SERVICE

Amazon Personalize: This solution uses machine learning to create personalized

Personalization: ChatGPT can be used to create personalized experiences for customers. By

We're seeing Al analyze customer behavior to make smart recommendations based on

A possible problem definition for the use of AI in marketing could be:

A possible solution definition for the use of AI in marketing could be:

OBJECTIVES OF THE STUDY

The objective of a study on the use of AI in marketing could be:

1. To identify the benefits and challenges of implementing AI in marketing strategies

2. To understand the impact of AI on consumer behaviour and preferences

3. To evaluate the effectiveness of AI in marketing campaigns

4. To analyze the role of AI in enhancing customer experiences and engagement

6. To provide recommendations for organizations on how to leverage AI in marketing

effectively and responsibly.

2. Analysis of the potential benefits and challenges of AI in marketing

3. Examination of the impact of AI on consumer behaviour and preferences