The Application of Artificial Intelligence in Marketing: A Review of Techniques, Trends, and Challenges

Artificial Intelligence is changing marketing fast by helping companies connect better with customers, streamline operations, and turn huge data sets into useful insights. This article reviews AI in marketing, highlighting core methods like machine learning, natural language processing, and predictive analytics. We show how AI improves customer segmentation, personalization, automated campaigns, sentiment analysis, and support services. We also address current trends such as hyper-personalization, the push for explainable AI, and seamless omni-channel strategies. Key challenges-data privacy, biases in models, and integrating diverse systems are presented alongside them. Finally, we suggest future research pathways and the growing place of AI in marketing, giving both scholars and practitioners the tools they need to embed AI into winning marketing plans.

Keywords:

Artificial Intelligence , Marketing Automation , AI technologies , Predictive Analytics , Data Privacy , Customer Engagement