Abstract
The study examines artificial intelligence's (AI) place in marketing strategies, emphasising its potential uses, advantages, and commercial impacts. A more tailored approach is fostered by key artificial intelligence technologies including machine learning algorithms, natural language processing, and predictive analytics, which give marketers insights into consumer behavior, preferences, and trends. AI- powered solutions are transforming the consumer experience, encouraging interaction, and streamlining the conversion process. AI-driven tools ensure that advertisers precisely contact their target audiences by analyzing large datasets in real-time. The article also discusses ethical issues such algorithmic biases, transparency, and data privacy. The impact of AI on marketing professionals is also discussed in the paper, with a focus on how the industry's skill requirements are changing. Keywords Artificial intelligence, Marketing, Machine Learning, Consumer Behaviour, Digital Marketing
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