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Augmenting Human Creativity with Machine Intelligence: The Evolution and Impact of Artificial Intelligence in Modern Marketing

Year: 2026
Type: preprint
Abstract: In the era of big data and digital transformation, Artificial Intelligence has emerged as a disruptive force in marketing. Traditional marketing relied on mass communication and intuition-based decision making. AI-driven marketing shifts this paradigm by enabling hyperpersonalization, real-time customer insights, and automated decision-making. Now a days, we use AI technologies such as Machine Learning, Natural Language Processing, Computer Vision, and Generative AI from customer acquisition to retention. Key applications include predictive analytics for customer behavior, AI-powered chatbots for customer service, dynamic pricing, content generation, ad targeting, and recommendation engines used by Amazon, Netflix, Flipkart, Meesho, Zomato , Nykaa, Swiggy etc. AI (Artificial intelligence) improved customer experience, higher ROI, cost efficiency, and data-driven decision making. However, it also faces some key challenges such as data privacy concerns, algorithm bias, high implementation cost, and the need for skilled talent. In the Indian context, AI adoption is accelerating in e-commerce, BFSI, and D2C brands due to affordable data and digital adoption.AI-driven marketing is no longer optional but essential for competitive advantage. Organizations that effectively integrate AI with human creativity will lead in customer engagement and brand growth. The future of marketing lies in the collaboration between human marketers and AI systems. Artificial Intelligence is revolutionizing marketing by transforming how brands understand and engage with customers. AI-driven marketing uses data, machine learning, and automation to deliver personalized experiences at scale.
DOI: 10.33774/coe-2026-452c2
Language: English
Subfield: Marketing
Open Access status: green
OpenAlex ID: W7225658257
Cites: 31
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