The Role of Artificial Intelligence in Modern Marketing

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@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}
  }