• Dr. Katya Vaddepally

In today’s developing countries, globalization and technological changes has given a different phase to the economy, whereby the society are collectively facing the concern of the competition invarioussectors,whichalsoincludesthemarketingsystem.Intheglobaleconomy,technologies likeArtificialIntelligence (AI)play avitalroledue towhichtheimportance ofAIhasacontinual growth universally. It is generally said that Artificial intelligence (AI) technologies are beingused in marketing to make automated judgements based on data gathering, data analysis, and further observations of audience or economic trends that may have an impact on marketing activities. AI is a branch of computer science that trains computers to understand and mimic human behaviour and communication. Artificial Intelligence in Marketing is a rapidly emerging field that is transforming the way businesses approach their marketing strategies. It involves the use of Artificial Intelligence (AI), Machine Learning (ML), and other advanced technologies to automate and optimize various marketing processes. With the explosion of data and the increasing complexity of customer behavior, businesses need to leverage these tools to stay competitive. This article explore the concept of Artificial Intelligence in Marketing, its role in modern marketing, its benefits and challenges, best practices for implementation, and ethical considerations. It will also look into the future of Artificial Intelligence in Marketing and its potential impact on the marketing landscape. A new intelligent computer that thinks, reacts, and completes tasks in a similar manner to people has beendevelopedusingAIandthedataprovided. Artificial intelligence (AI) is capable of doing highly technical and specialised tasks like robotics, audio and image recognition, natural language processing, problem solving, etc.. AI is altering how businesses and customers communicate with one another. The type of business and the website's functionality have a big impact on how this technology is used. By carefully analyzing customer data and understanding what consumers really want, marketers may enhance ROI without spending money on futile initiatives.

AIArtificialIntelligence,Roles,Challenges.

"A STUDYONARTIFICIALINTELLIGENCE IN MARKETING: IMPACT ON MARKETERS AND CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.81-86, November-2025, Available :http://www.jetir.org/papers/JETIRHD06013.pdf

"A STUDYONARTIFICIALINTELLIGENCE IN MARKETING: IMPACT ON MARKETERS AND CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. pp81-86, November-2025, Available at : http://www.jetir.org/papers/JETIRHD06013.pdf