SYNOPSIS

ROLE OF ARTIFICIAL INTELLIGENCE AS A MARKETING TOOL

1. INTRODUCTION
Artificial Intelligence is a rapidly increasing field of technology and is a developing
field of study. Because of its unique nature, it holds tremendous potential for being
used in fields such as marketing and thus is a crucial topic of research. By analysing
its current applications, its potential use cases in the near future, how to implement it
and its areas for improvement, we can achieve a high-level understanding of AI’s
long-term implications in marketing. AI offers an improvement to current marketing
tactics, as well as entirely new ways of creating and distributing products and services
for the customers. The use of AI in various functions of marketing including exchange
functions, physical functions and facilitating functions has to be analysed. Further,
there is a need to address the possible drawbacks of the same.

2. OBJECTIVES
i) To understand the dynamics and implications of using Artificial Intelligence
as a tool in performing marketing functions.
ii) To identify the role of Artificial Intelligence as a tool in contact functions and
product functions of marketing.
iii) To analyse the possible advantages and drawbacks of introduction of artificial
intelligence in marketing.

3. RESEARCH METHODOLOGY
The research would be conducted through the use of secondary sources of data
collection for analysis and comparison. The sources would include data collected
from websites, books and scholarly articles and research papers.

4. CHAPTERISATION
 Executive Summary
 Objectives
 Research Methodology
 Chapter 1: Introduction to marketing management

Chapter 2: Introduction to use of AI as a tool in marketing

Chapter 3: Data Tabulation

Chapter 4: Analysis

Conclusion

Recommendations

5. BIBLIOGRAPHY
1. https://www.toprankblog.com/2018/03/artificial-intelligence-marketing-tools/
2. https://www.emarsys.com/resources/blog/5-ways-artificial-intelligence-can-used-
marketing/
3. James Canella, Artificial Intelligence in Marketing