Predictive Analytics in Marketing Using Artificial Intelligence

In today’s dynamic and rapidly evolving business landscape, the implementation of artificial intelligence (AI) in marketing has become imperative for achieving swift and effective outcomes. AI marketing encompasses the utilization of AI technology to gather data, glean valuable consumer insights, predict future consumer behaviours, and autonomously devise marketing strategies. This study aims to investigate the impact of AI integration in marketing on a company’s sales performance. To achieve this objective, four distinct independent variables were considered: brand communication, brand loyalty, PPC advertisement, and customer insights. These variables were chosen to elucidate their influence on the company’s sales figures, given its utilization of AI technology in its marketing endeavours. Employing a numerical survey methodology, 40 responses were collected from diverse companies using a basic random sampling approach. Data analysis was conducted using the PLS-SEM technique through Smart-PLS. The findings underscore the company’s adoption of AI technology in marketing as a strategic move to enhance customer understanding and formulate data-driven marketing strategies.