Abstract
Purpose – This study aims to examine how Artificial Intelligence (AI)-driven marketing ecosystems enhance marketing performance, customer engagement, and business growth in the evolving digital business environment. It investigates how advanced analytics, automation, and data-driven decision-making collectively operate as an integrated system to improve marketing effectiveness and drive sustainable growth.
Keywords
- Artificial intelligence (AI)
- Customer engagement
- Predictive analytics
- Machine learning
- Marketing automation
- Ethical AI
How to cite
Marinchak, C. L., Forrest, E., & Hoanca, B. (2018). The impact of artificial intelligence and virtual personal assistants on marketing. Journal of Marketing Development and Competitiveness, 12(3), 10–16
References (3)
- 1.Namrata SrivastavaAssistant Professor, School of Business Management, IFTM University, MoradabadEmail ID: namrata.srivastava@iftmuniversity.ac.in
- 2.Dr. Himanshu GuptaProfessor, School of Business Management, IFTM University, Moradabad Email ID: himanshugupta@iftmuniversity.ac.in
- 3.Dr. Megha BhatiaAssistant Professor, Department of Management Studies, School of Business Management, IFTM University, MoradabadEmail ID: megha_bhatia@iftmuniversity.ac.in