Impact of Artificial Intelligence in Changing Trends of Marketing

Abstract

This chapter dives deep into the concepts of artificial intelligence (AI) and presents extensively studied facts on ongoing trends in marketing. In this fast-changing digital era, digital marketing is geared up to insert the sense of being effective and efficient than using traditional marketing concepts. The use of AI has become one such paradigm in the era of digital marketing. Light is thrown at ongoing trends in marketing, as the topic suggests studying the impact of AI and also knowing its role in value co-creation, resource integration, and service for service exchange. While covering the issues of these areas, the researcher has come across more prevalent problematic areas, which are known and cannot be avoided, like employment and ethical aspects. Research is primarily based though there is an input of expert advice, in which thorough effort and quality information are provided. The research has just tried making it clear that whether AI is building up excitement or nervousness in upcoming years of marketing. Many types of research related to AI are either purely scientific-based or talk about specific products with innovative inbuilt functions or, at the most, have come up with collective positive and negative perceptions. Moreover, a country like India has got a huge economy with young aspiring software engineers and marketers, so to explore and study the above-mentioned aspects for this country can bring in new theories, perceptions, employment opportunities, innovative ideas, and so on. This research can add extra bling to the references for the upcoming research projects.