IMPACT OF AI ON MARKETING STRATEGIES OF ONLINE RETAILERS

Abstract

This research paper explores the dynamic interplay between Artificial
Intelligence (AI) and the marketing strategies employed by online retailers.
Through a quantitative analysis of perceptions from 200 participants, the study
investigates the impact of AI on various facets of online retail marketing,
including customer engagement, targeted advertising campaigns, personalized
customer experiences, product recommendations, and overall sales. The
findings reveal overwhelmingly positive sentiments, signifying that the
integration of AI technologies has significantly enhanced these dimensions,
positioning AI as a transformative force in the online retail landscape. However,
the study also uncovers challenges associated with AI implementation,
highlighting the importance of addressing workforce resistance, financial
considerations, infrastructure complexities, data privacy concerns, and the need
for specialized skills. The implications of this research extend to practitioners,
emphasizing the tangible benefits of strategic AI adoption while acknowledging
and addressing the challenges involved. As online retailers navigate this
transformative landscape, understanding the nuanced relationship between AI
and marketing strategies becomes paramount for sustained success in the
competitive digital marketplace.