Artificial intelligence (AI) applications for marketing: A literature-based study

Artificial Intelligence (AI) has vast potential in marketing. It aids in proliferating information and data sources, improving software's data management capabilities, and designing intricate and advanced algorithms. AI is changing the way brands and users interact with one another. The application of this technology is highly dependent on the nature of the website and the type of business. Marketers can now focus more on the customer and meet their needs in real time. By using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms. Users feel at ease and are more inclined to buy what is offered when AI is used to personalise their experiences. AI tools can also be used to analyse the performance of a competitor's campaigns and reveal their customers' expectations. Machine Learning (ML) is a subset of AI that allows computers to analyse and interpret data without being explicitly programmed. Furthermore, ML assists humans in solving problems efficiently. The algorithm learns and improves performance and accuracy as more data is fed into the algorithm. For this research, relevant articles on AI in marketing are identified from Scopus, Google scholar, researchGate and other platforms. Then these articles were read, and the theme of the paper was developed. This paper attempts to review the role of AI in marketing. The specific applications of AI in various marketing segments and their transformations for marketing sectors are examined. Finally, critical applications of AI for marketing are recognised and analysed.