The Future of Marketing: The Transformative Power of Artificial Intelligence

Year 2024, Volume: 8 Issue: 15, 1 - 19, 29.02.2024

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.29064/ijma.1412272

Abstract

This research offers a rich narrative explaining this multifaceted relationship by exploring the transformative impact of Artificial Intelligence (AI) on marketing by adopting a qualitative descriptive approach for in-depth exploration. The findings reveal profound implications for customer engagement, market strategy, and ethical considerations. The multifaceted integration of AI into marketing enables customer personalization and increases brand loyalty. Predictive analytics enable businesses to develop proactive strategies aligned with future market dynamics. Despite its advantages, ethical considerations surrounding data privacy and consumer consent require AI to be used responsibly and transparently. Integrated augmented reality, virtual reality, predictive customer journeys, and the Internet of Things that transform marketing dynamics must be harnessed to balance ethical concerns. A comprehensive resource for academic researchers and industry professionals, this work provides a clear roadmap for organizations to effectively leverage AI in their marketing operations in an environment of increasing reliance on digital platforms and expanding data availability.

Keywords

Artificial Intelligence, Digital Marketing Evolution, Marketing Strategies, Customer Personalization, Ethical Artificial Intelligence

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