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The Role of Artificial Intelligence in Modern Marketing
Subject area: Science,Engineering and Technology · Area of research: Artificial Intelligence
DOI: https://doi.org/10.64388/IREV9I11-1717311
Abstract
Artificial intelligence (AI) is rapidly transforming marketing practice, yet empirical evidence documenting its impact on business outcomes from a practitioner perspective remains limited. This study examines how AI adoption across marketing functions influences customer engagement, conversion rates, marketing ROI, and customer satisfaction. A survey of 162 marketing professionals and business leaders was conducted alongside semi-structured interviews with 14 AI marketing practitioners. Respondents reported on AI tool adoption, perceived effectiveness, implementation challenges, and measurable outcomes across seven AI application categories. Regression analysis revealed that AI-driven personalization (β = 0.47, p < 0.01) and predictive analytics (β = 0.39, p < 0.01) are the strongest predictors of improved marketing performance. Organizations with mature AI implementations report 42% higher customer engagement rates and 2.8x greater marketing ROI compared to non-adopters. However, only 34% of respondents reported having a formal AI marketing strategy, and 61% cited data quality as the primary barrier to effective implementation. The study proposes a framework mapping AI capabilities to marketing functions and business outcomes, and concludes with practical recommendations for organizations seeking to integrate AI into their marketing operations.
Keywords
Artificial Intelligence, Marketing Automation, Predictive Analytics, Personalization, Marketing ROI, Customer Engagement
How to cite this paper
@article{1717311,
author = {Scott D. Clary},
title = {The Role of Artificial Intelligence in Modern Marketing},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {320-326},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1717311.pdf},
abstract = {Artificial intelligence (AI) is rapidly transforming marketing practice, yet empirical evidence documenting its impact on business outcomes from a practitioner perspective remains limited. This study examines how AI adoption across marketing functions influences customer engagement, conversion rates, marketing ROI, and customer satisfaction. A survey of 162 marketing professionals and business leaders was conducted alongside semi-structured interviews with 14 AI marketing practitioners. Respondents reported on AI tool adoption, perceived effectiveness, implementation challenges, and measurable outcomes across seven AI application categories. Regression analysis revealed that AI-driven personalization (β = 0.47, p < 0.01) and predictive analytics (β = 0.39, p < 0.01) are the strongest predictors of improved marketing performance. Organizations with mature AI implementations report 42% higher customer engagement rates and 2.8x greater marketing ROI compared to non-adopters. However, only 34% of respondents reported having a formal AI marketing strategy, and 61% cited data quality as the primary barrier to effective implementation. The study proposes a framework mapping AI capabilities to marketing functions and business outcomes, and concludes with practical recommendations for organizations seeking to integrate AI into their marketing operations.},
keywords = {Artificial Intelligence, Marketing Automation, Predictive Analytics, Personalization, Marketing ROI, Customer Engagement},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1717311}
}