Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan

Abstract

The emergence of artificial intelligence (AI) has changed the dynamics of the business world. One of the significant applications of AI is in the marketing field that helps in improved performance. The present research is aimed to find out the impact of AI in marketing by including the perspective of marketing professionals of Pakistan. A comprehensive literature review was highlighted which provided a detailed understanding of AI and the use of AI in marketing. Secondly, the researcher used the qualitative research method which involved semi-structured interviews with different marketing professional belonging from different firms of Pakistan. A sample size of 10 is selected and the researcher interviewed ten marketing professionals. The findings of the study highlight the factors contributing in AI integration in marketing, benefits, and challenges of AI integration in marketing, pre and post AI marketing strategy of your company, ethical aspects and usage of AI in the marketing field. The research implies to integrate AI in the marketing functions to improve the performance of the business and thus, achieving profitability and competitive advantage.