A STUDY ON IMPACT OF ARTIFICIAL INTELLIGENCE ON MODERN MARKETING STRATEGIES IN CHENNAI DISTRICT

Abstract

Artificial Intelligence (AI) has revolutionized marketing practices by providing companies tools to innovate or deploy data-driven marketing strategies. This research titled “A Study on the Impact of Artificial Intelligence on Modern Marketing Strategies in Chennai District” deals with how the impact of AI on the marketing effectiveness, customer engagement and consumer satisfaction. The study aims to explore AI technologies with chatbots, predictive analytics, personalized recommendations, and automation for boosting marketing strategies. Primary data are collected through a structured questionnaire from respondents in Chennai district while secondary data are from journal articles, online sources. The research is a descriptive study and statistical methods including percentage analysis, correlation, and ANOVA are employed along with the data interpretation. The results of the study show how AI acts as an enabler for marketing efficiency, tailored customer experiences and decision-making. It also mentions that, as beneficial as AI is, there are still problems related to data privacy, large costs of implementation, and the need for technical expertise. The study found that AI brings forth a great effect and a very critical one (positive & significant) for the contemporary marketing methodologies, and that such a successful integration would bring forth a competitive edge for the companies in the Chennai district. The findings of the study can provide a meaningful reference-example for the marketers, enterprises and future researchers toward the embrace of AI-based marketing in terms of market penetration.