Examining the Role of Artificial Intelligence in Marketing Management: Sustainable Growth Perspectives in Indian Contexts

Abstract

Marketing is an art as well as a science. Technology has revolutionized the businesses, governance and organizational performances. This research paper is centered around the revolutionary aspect of artificial intelligence and its effects on marketing management for fostering sustainable development in the Indian market scenario. The increasing use of AI technology for marketing activities like predictive analysis, customer profiling, chatbots, and recommendations has greatly improved the efficiency and personalization of marketing activities. Emerging markets like India have been experiencing a shift towards the use of artificial intelligence technology that is contributing to making the marketing process more efficient and effective. This study attempts to explore the effect of AI technology on marketing processes that include cost savings, reduction of wastage, and responsible consumption. The challenges associated with adopting AI technologies in marketing include issues related to privacy, lack of appropriate infrastructure, and skills shortage. The research paper uses a conceptual approach to provide strategic implications for the future in terms of leveraging the potential of artificial intelligence for marketing.