Artificial Intelligence in Contemporary Marketing

Hasim Deari, Rametulla Ferati, Eldian Balla

Abstract


The rapid advancement of artificial intelligence (AI) is significantly transforming marketing practices and enabling organizations to utilize large volumes of consumer data for more effective strategic decision-making. AI-driven technologies, including machine learning algorithms, predictive analytics, and recommendation systems, allow firms to analyze complex datasets and generate valuable insights into consumer behavior and market trends. This paper examines the role of artificial intelligence in enhancing customer analytics and supporting data-driven decision-making in contemporary marketing environments.

The study adopts a conceptual research approach based on a systematic review of recent academic literature on artificial intelligence, digital marketing, and customer analytics. By synthesizing theoretical perspectives and empirical findings, the paper explores how AI technologies help organizations identify consumer behavior patterns, predict purchasing intentions, and optimize marketing strategies.

The findings suggest that AI-enabled customer analytics significantly improves firms’ ability to develop personalized marketing communication, enhance customer engagement, and support more informed managerial decisions. At the same time, the adoption of AI technologies raises important challenges related to data privacy, transparency, and ethical use of consumer data.

The study contributes to the growing literature on AI-driven marketing by providing insights into how artificial intelligence enhances customer analytics and strengthens decision-making processes in modern marketing strategies.

Keywords


artificial intelligence, marketing analytics, customer analytics, decision-making, digital marketing.

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DOI: http://dx.doi.org/10.52155/ijpsat.v58.2.8468

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