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    Proposal Summer Report

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    Proposal Summer Report

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    6 views7 pages

    Proposal Summer Report

    Uploaded by

    Gaming God

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    © All Rights Reserved
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    You are on page 1of 7

    IMPACT OF AI ON MODERN

    MARKETING

    Submitted by:
    Nikesh Bhandari
    TU Registration No: 7-2-2-712-2020
    Exam Roll No: 27748/20

    A Summer Project Report


    Submitted to:
    Faculty of Management
    Tribhuvan University
    in the partial fulfillment of the requirement for the degree of
    Bachelor of Business Administration

    Mechi Multiple Campus Bhadrapur,


    Jhapa

    August,2024
    1. Background of the Study

    The rise of technology has greatly changed how businesses market their products. One of the
    most important developments is Artificial Intelligence (AI), which has become a powerful tool in
    marketing. AI is changing how companies connect with customers, understand market trends,
    and create marketing strategies. As people become more used to digital experiences, they expect
    more personalized and relevant interactions from brands. To meet these expectations, marketers
    need to use AI in their strategies to stay competitive.

    AI helps marketers by allowing them to process large amounts of data, find patterns, and make
    decisions quickly and accurately. Understanding consumer behavior has always been crucial for
    successful marketing, and AI takes this understanding to the next level. It helps marketers
    customize their messages and offers to individual customers, making marketing campaigns more
    effective.

    One of the key areas where AI is making a big impact is personalization. AI can analyze
    consumer data to create personalized content, product recommendations, and advertisements.
    This level of customization is difficult to achieve with traditional marketing methods and has
    been shown to increase customer engagement and satisfaction. Additionally, AI can automate
    routine marketing tasks, allowing marketers to focus on more important activities, improving the
    overall effectiveness of marketing efforts.

    Given the growing importance of AI in marketing, this study focuses on how AI is impacting
    modern marketing practices. It aims to explore how AI is changing marketing strategies and
    operations and how businesses can use AI to gain an advantage over their competitors.
    2. Problem Statement

    AI has brought about significant changes in the marketing world, creating both opportunities and
    challenges for businesses. As AI technologies continue to advance, marketers need to understand
    how AI is affecting their strategies and operations. This study seeks to answer the following
    questions:

    - How has AI changed personalized marketing in today’s digital age?


    - What role does AI play in improving customer engagement and satisfaction?
    - How does AI-driven automation impact the efficiency and effectiveness of marketing?
    - What ethical concerns arise from using AI in marketing?
    - How can businesses effectively use AI to gain a competitive advantage?

    3. Objectives of the Study

    The main goal of this study is to analyze how AI is affecting modern marketing practices. The
    specific objectives are:

    - To evaluate how AI influences personalized marketing and customer engagement.


    - To assess how AI-driven automation improves marketing efficiency and effectiveness.
    - To explore the ethical issues related to using AI in marketing.
    - To identify strategies for businesses to successfully integrate AI into their marketing
    operations.
    4. Rationale of the Study

    This research is important because it sheds light on the transformative role of AI in marketing.
    The findings will be valuable to various groups, including marketers, business leaders, and
    policymakers. Marketers can use the insights to develop AI-driven strategies that enhance
    customer engagement and satisfaction. Business leaders can use the findings to make informed
    decisions about investing in AI technologies and integrating them into their operations.
    Additionally, policymakers can use the study to understand the ethical issues related to AI in
    marketing and create appropriate regulations. Finally, this study will contribute to academic
    research on AI and marketing, providing a foundation for future studies in this area.

    5. Literature Review

    A literature review is a summary of existing research on a particular topic. In this study, the
    literature review focuses on how AI is impacting different aspects of marketing.

    Kaplan and Haenlein (2019) argued that AI has greatly improved marketers' ability to deliver
    personalized content and offers. They noted that AI algorithms could analyze large amounts of
    consumer data, allowing marketers to identify patterns and preferences that would be difficult to
    detect using traditional methods. Rust and Huang (2020) also highlighted the role of AI in
    automating routine marketing tasks, such as managing email campaigns and social media, which
    allows marketers to focus on more strategic activities.

    Dwivedi et al. (2021) discussed the ethical implications of AI in marketing, noting that while AI
    offers many benefits, it also raises concerns about data privacy, consumer manipulation, and bias
    in algorithms. They stressed the need for businesses to adopt ethical AI practices to maintain
    consumer trust.

    Regarding consumer engagement, Jarek and Mazurek (2019) found that AI-driven chatbots and
    virtual assistants could improve customer service by providing quick and personalized responses
    to customer inquiries. However, they also warned that relying too much on AI could result in
    losing the personal touch, which remains an important part of building customer relationships.
    5.1. Conceptual Framework

    The conceptual framework of this study shows the relationship between AI applications in
    marketing and their impact on marketing outcomes.

    Independent Variables
    - AI-driven Personalization
    - AI-driven Automation
    - Ethical AI Practices

    Dependent Variables
    - Consumer Engagement
    - Marketing Efficiency
    - Consumer Trust

    6. Research Methods

    6.1. Research Design

    This study uses a descriptive and exploratory research design to analyze how AI is impacting
    modern marketing practices. The descriptive design helps to gather information about the current
    state of AI in marketing, while the exploratory design helps identify new trends and challenges
    related to AI use.

    6.2. Population and Sample

    The study population includes marketing professionals, business leaders, and consumers with
    experience in AI-driven marketing. A sample of 100 respondents is selected using purposive
    sampling, ensuring that participants have relevant knowledge and experience with AI in
    marketing.

    6.3. Nature and Sources of Data

    The study collects both qualitative and quantitative data. Primary data is gathered through
    surveys and interviews with marketing professionals and consumers, while secondary data is
    obtained from academic journals, industry reports, and case studies.

    6.4. Data Collection Procedure

    Data is collected through online surveys sent to marketing professionals and consumers.
    Additionally, in-depth interviews are conducted with selected business leaders to gain insights
    into their experiences with AI-driven marketing. The data collection process aims to capture a
    broad range of perspectives on AI’s impact on marketing.

    6.5. Data Analysis

    The data is analyzed using both qualitative and quantitative methods. Descriptive statistics are
    used to analyze survey data, while thematic analysis is applied to interview transcripts. The
    results are presented in tables, charts, and graphs to provide a clear understanding of the findings.

    7. Limitations of the Study

    Despite efforts to conduct a thorough study, there are some limitations:

    - The sample size is small, which may affect the generalizability of the results.
    - The study relies on self-reported data, which may introduce bias or inaccuracies.
    - The research focuses on a specific region, so the findings may not apply to other regions.
    - The study collects data at a single point in time, which may not capture long-term trends.
    - The rapid pace of AI development may lead to potential gaps in the analysis.

    8.References

    YouTube

    1. Artificial Intelligence in Marketing - How AI is Transforming Marketing | Neil Patel


    o Neil Patel discusses how AI is changing the landscape of marketing and what
    marketers need to know.
    2. Blogs/henry marks ai on the field of marketing
    3. Wikipedia
    4. Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Upper Saddle River, NJ:
    Pearson.

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