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@article{190686,
        author = {Dr. D. SILAMBARASAN and Dr. P. SIVAKUMAR and Dr. R. RAJA and Dr. A. KAVIYARASAN},
        title = {A STUDY ON ARTIFICIAL INTELLIGENCE IN MARKETING},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {2230-2235},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190686},
        abstract = {This study focused on using different Artificial intelligence applications in marketing. The researchers used secondary data collected from various journals, articles, websites, etc. The study discussed various AI applications using in marketing, different AI techniques using the marketing, various challenges faced in AI marketing and what are the futures for AI marketing. Using artificial intelligence (AI) for data analysis, personalization, and automation, an AI marketing strategy focuses on understanding customers, automating tasks (like content/email), optimizing advertisements, and improving customer support through tools for predictive analytics, content creation, and chatbots. In the end, this increases ROI and improves the customer experience, freeing up humans to concentrate on strategy and creativity. The study concluded that businesses must also make sure that the application of AI conforms to legal and ethical requirements. Starting small and growing up gradually, investing in training and development, working with professionals and business leaders, and making sure AI is used ethically and responsibly are some best practices for integrating AI in marketing.},
        keywords = {Artificial Intelligence, Importance, Applications, Techniques, Challenges and Futures},
        month = {January},
        }