• Dr Minam Yomso

Abstract. The current study assesses and studies the level of adoption of AI-driven Digital Marketing Tools by the startups and traditional enterprises in Arunachal Pradesh, India. Given the pace of change in global marketing practices due to AI technologies, their adoption and adoption rates particularly in remote and infrastructure deficient areas are critically underserved. Employing a quantitative, cross-sectional study design, this study analyses existing acceptance levels, the primary organizational and technological drivers, and key deterrent factors and, succinctly, a measure of initial effect on business performance. For this purpose, primary data were collected via the structured questionnaires administered to 200 entrepreneurs (100 Startups, 100 Traditional enterprises) from key economic sectors in five major districts. The overall adoption is characterized by a moderate level with an (average 3.22/5), with a significantly greater inclination toward AI integration (Mean 3.85) among startups than traditional companies (Mean 2.60). Perceived Usefulness (β=0.42), Perceived Ease of Use (β = 0.36) and adequate Technical Expertise are among the important factors encouraging technology adoption, whereas Financial Cost (β = -0.19) is one of the dominant negative factors. This study confirms key hypotheses from previous research and presents significant region-specific conclusions for policy makers, business people, and digital marketers with specific suggestions that would make a difference in the integration of AI in inclusive and sustainable business development for Arunachal Pradesh. Keywords: AI-driven marketing, digital marketing innovations, startups, traditional enterprises, technology adoption, Technology Acceptance Model (TAM), Arunachal Pradesh.

Keywords: AI-driven marketing, technology adoption, TAM, startups, traditional enterprises, digital innovation, Arunachal Pradesh.

"AI-driven digital marketing tools adopted by startups and traditional enterprises in Arunachal Pradesh, India.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.a326-a333, December-2025, Available :http://www.jetir.org/papers/JETIR2512045.pdf

"AI-driven digital marketing tools adopted by startups and traditional enterprises in Arunachal Pradesh, India.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppa326-a333, December-2025, Available at : http://www.jetir.org/papers/JETIR2512045.pdf