Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{200019,
        author = {Drashti  Rathod and Monalika Singh and Saad khan and Abhishek Sharma},
        title = {The Role Of Artificial Intelligence In Modern Marketing},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {229-245},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200019},
        abstract = {No longer confined to the realm of science fiction movies or Silicon Valley meeting rooms, artificial intelligence has made its way into our lives in more ways than one, embedded within the process of shopping, browsing, and buying decisions that occur each day. Starting from the moment a user opens their favourite social media app and sees an ad at just the right moment, and continuing on to the experience of being greeted by a chatbot on an online shopping website in the middle of the night, artificial intelligence is already at play in shaping and catering to consumer behaviour. 
In this paper, the use of artificial intelligence in marketing will be investigated. This study will make use of primary data gathered from a survey conducted among 100 respondents including students, professionals, and ordinary consumers, providing insight into real-life human experiences using artificial intelligence-based marketing solutions.
Some of the key insights obtained during the research include the following statistics: more than 80% of people know about AI’s existence in marketing; almost 76% believe that AI technology has significantly impacted marketing practices. Yet, people have concerns regarding the implementation of AI technology – around 50% of respondents regard privacy issues and the protection of personal data as the major concern, and 36% view manipulative advertising as the top ethical problem. In addition, only 17% of participants were indifferent toward the application of AI technologies in marketing.
Moreover, the research covers some new trends like the integration of shoppertainment, which combines entertainment and marketing under the influence of AI, as well as the evolution of programmatic marketing. Finally, based on qualitative data and theories proposed in previous studies, the paper provides several recommendations for marketers who want to introduce AI into their practices responsibly.},
        keywords = {Artificial Intelligence, Marketing, Consumer Trust, Personalization, Ethics, Data Privacy, Shoppertainment, Programmatic Advertising, Chatbots, AI-Driven Recommendations},
        month = {May},
        }