Harnessing AI for Global Marketing Practices An Integrated Secondary Review of Scholarly Works

In this modern era, technology is one of the main concerns of every segment. In this technological context, one word first comes to everyone's mind, i.e., artificial intelligence AI .AI is a scientific way to make a machine think like a human being. AI is the science of making a smart machine that can help make decisions and collect and process data in the twinkling of an eye. AI can be used for many purposes, like marketing, healthcare, household purposes, etc. In this digital epoch, marketing uses AI to bring about a revolution in marketing methods and strategies. AI helps marketers think about new areas of marketing. AI brings a revolution to marketing history. With the help of AI, marketers can introduce more efficient, effective, innovative, and customer centric campaigns to attract their customers. AI has had a significant impact on the global marketing process. Machine learning and deep learning algorithms GPT are subsets of AI that help marketers use data efficiently and effectively. The Boston Consulting Group anticipates that by 2035, artificial intelligence is poised to contribute 950 billion to Indias economy. The main objective of this study was to reveal the uses of AI in the marketing domain, identify challenges, and provide probable solutions. This study was based on secondary data. Secondary data were collected from reviewing various scholarly articles and research papers. A systematic literature review was employed. This study was an integration of views from various scholarly articles. Future scholars and managers can use this paper to get a clear idea about the impact of AI on marketing and various challenges and solutions. Prof. Dr. Debasis Ghosh | Anindita Sarkar "Harnessing AI for Global Marketing Practices: An Integrated Secondary Review of Scholarly Works" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-1 , February 2024, URL: https://www.ijtsrd.com/papers/ijtsrd63499.pdf Paper Url: https://www.ijtsrd.com/management/marketing-management/63499/harnessing-ai-for-global-marketing-practices-an-integrated-secondary-review-of-scholarly-works/prof-dr-debasis-ghosh