Ai-Powered Marketing: An Analytical Study of Market Trends and Development Prospects

Abstract

The proposed study aims at drawing attention to the increasing role of artificial intelligence in contemporary marketing practices by examining the degree to which consumers are aware of artificial intelligence technologies, the rate at which they use them, and the subsequent effects on their satisfaction and loyalty to brands. The research is based on the combination of theoretical foundations on the discussion of the concepts of artificial intelligence, its marketing implementation, and its contribution to the customer experience and organizational performance. Descriptive-analytical methodology was used and data were gathered by use of questionnaire that was administered to a sample of 60 respondents. The questionnaire consisted of four dimensions, which included awareness, usage, satisfaction, and loyalty. The analysis of the statistical results showed that the level of awareness and usage was rather high, whereas, the level of satisfaction and loyalty were identified as high. The correlation matrix also revealed that the four dimensions have significant positive correlations, especially between the dimensions of usage and satisfaction, with between dimensions of satisfaction and loyalty, which is the role of artificial intelligence in influencing modern consumer behavior. The research ended with a few prominent results, the most significant one being that the application of marketing tools based on AI (chatbots, intelligent recommendations, and data analytics) are effective in improving customer loyalty and raising the level of customer satisfaction. The study suggests that the companies are to embrace smart marketing approaches, which rely on AI technologies, advertise awareness of the consumers and enhance trust and transparency in their application.