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Harnessing AI for Global Marketing Practices: An Integrated Secondary Review of Scholarly Works

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Harnessing AI for Global Marketing Practices: An Integrated Secondary Review of Scholarly Works


Prof. Dr. Debasis Ghosh | Anindita Sarkar



Prof. Dr. Debasis Ghosh | Anindita Sarkar "Harnessing AI for Global Marketing Practices: An Integrated Secondary Review of Scholarly Works" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-1, February 2024, pp.842-850, URL: https://www.ijtsrd.com/papers/ijtsrd63499.pdf

In this modern era, technology is one of the main concerns of every segment. In this technological context, one word first comes to everyone’s mind, i.e., artificial intelligence (AI).AI is a scientific way to make a machine think like a human being. AI is the science of making a smart machine that can help make decisions and collect and process data in the twinkling of an eye. AI can be used for many purposes, like marketing, healthcare, household purposes, etc. In this digital epoch, marketing uses AI to bring about a revolution in marketing methods and strategies. AI helps marketers think about new areas of marketing. AI brings a revolution to marketing history. With the help of AI, marketers can introduce more efficient, effective, innovative, and customer-centric campaigns to attract their customers. AI has had a significant impact on the global marketing process. Machine learning and deep learning algorithms (GPT) are subsets of AI that help marketers use data efficiently and effectively. The Boston Consulting Group anticipates that by 2035, artificial intelligence is poised to contribute $950 billion to India's economy. The main objective of this study was to reveal the uses of AI in the marketing domain, identify challenges, and provide probable solutions. This study was based on secondary data. Secondary data were collected from reviewing various scholarly articles and research papers. A systematic literature review was employed. This study was an integration of views from various scholarly articles. Future scholars and managers can use this paper to get a clear idea about the impact of AI on marketing and various challenges and solutions.

Artificial intelligence, Marketing, Machine learning, deep learning algorithm, customer-centric


IJTSRD63499
Volume-8 | Issue-1, February 2024
842-850
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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