Using Artificial Intelligence (AI) in Developing Marketing Strategies

Abstract

This research explores the application of artificial intelligence (AI) in contemporary marketing strategies. Through case analysis of leading companies, the study uncovers how AI contributes to market data analysis, marketing personalization, trend forecasting, marketing process automation, recommendation systems, and chatbot development. Data was collected by studying existing literature and analyzing case studies of companies such as Amazon, Netflix, Starbucks, Spotify, Alibaba, and Sephora. The results show that using AI in marketing improves operational efficiency, enriches the customer experience, and increases engagement and loyalty

Leveraging AI to Enhance Marketing and Customer Engagement Strategies in the French Market

“…Achieving this differentiation can be challenging, as it requires advanced technological capabilities and a deep understanding of the market and customer preferences. Additionally, more reliance on AI can result in losing human intuition and creativity in strategic decision-making, potentially leading to less innovative solutions and overdependence on data-driven insights [17]. Businesses must balance leveraging AI for competitive advantage and maintaining the human element that drives innovation and adaptability.…”

“…By negotiating the ethical issues inherent in AI-driven marketing activities with integrity and forethought, firms can build trust and maintain a competitive advantage in the dynamic and ever-changing French market. Exploring how companies employ AI in their marketing strategies uncovers the clever utilization of cutting-edge data analytics, machine learning, and personalization methods to improve consumer interaction, optimize campaigns, and gain a competitive edge [17]. Openness, fairness, and privacy have become critical as AI technologies impact consumer interactions and brand perceptions.…”