Abstract
Artificial intelligence (AI) is rapidly transforming the marketing landscape. This literature-based study explores the diverse applications of AI in marketing functions, drawing insights from academic journals, industry reports, and marketing publications. The study examines how AI personalizes marketing efforts through targeted advertising and content marketing, while also investigating its role in customer relationship management (CRM). It delves deeper into AI's influence on market research and marketing ROI (Return on Investment) optimization. By analyzing these applications, the study aims to provide a comprehensive understanding of how AI is shaping the future of marketing. Keywords: Artificial intelligence (AI), machine learning, customer segmentation, targeted advertising, content personalization, CRM, market research, marketing ROI, chatbots, recommendation engines, customer churn prediction.
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