CRITICAL DETERMINANTS OF ARTIFICIAL INTELLIGENCE (AI) IN OPTIMISING TRAINING APPROACH AND IDENTIFYING TALENTS TO IMPLEMENT CHANGE MANAGEMENT

Abstract

This article focuses on how marketing has changed over time, in particular how "artificial intelligence (AI)" might be used to inform strategic marketing choices. Today, AI is being used more and more in operational marketing, such as risk identification and contact centre response management, as well as in marketing, such as customer analysis and target specific, design and copy selection for advertisements that are tailored to target audiences, and pricing to maximise yield from specific customers. The application of AI to marketing technique has not received much attention from the general public. According to contacts with business, several corporations have made significant advancements in this field; nevertheless, these initiatives are kept under wraps and used as a strategic asset. The rapid, broader advancement of marketing technology-whether in front-line marketing operations like contact centres or the administration of marketing resources-is not occurring independently of the advent of AI in marketing. This development facilitates the application of AI in marketing by computerising other marketing-related processes and producing data that may be used to support AI. This calls for the integration of AI with various apps, which would automatically take data streams and provide recommendations to these other areas. Secondary analysis has been done in this research to gather relevant and factual information from different sources.