International Journal of Innovative Research in Computer and Communication Engineering
ISSN Approved Journal | Impact factor: 8.771 | ESTD: 2013 | Follows UGC CARE Journal Norms and Guidelines
| Monthly, Peer-Reviewed, Refereed, Scholarly, Multidisciplinary and Open Access Journal | High Impact Factor 8.771 (Calculated by Google Scholar and Semantic Scholar | AI-Powered Research Tool | Indexing in all Major Database & Metadata, Citation Generator | Digital Object Identifier (DOI) |
| TITLE | Impact of Artificial Intelligence in Digital Marketing in India: An Analytical Study |
|---|---|
| ABSTRACT | Artificial Intelligence (AI) has emerged as a transformative force in digital marketing, fundamentally altering how organizations engage with customers, design campaigns, and measure marketing effectiveness. In India, the rapid growth of digital platforms, mobile internet penetration, and e-commerce ecosystems has accelerated the adoption of AI-driven marketing solutions. Technologies such as machine learning, natural language processing, predictive analytics, chatbots, and recommendation engines enable marketers to analyze large volumes of consumer data, automate decision-making, and deliver personalized experiences in real time. This analytical study examines the impact of AI on digital marketing practices in India by comparing AI-enabled marketing approaches with traditional digital marketing methods. The study also identifies key AI tools and platforms, analyzes prominent Indian industry use cases, and evaluates the advantages and challenges of AI adoption. The findings reveal that AI significantly enhances conversion rates, customer engagement, operational efficiency, and return on investment (ROI). However, challenges related to data privacy, ethical concerns, infrastructure readiness, and skill gaps remain critical barriers. The study concludes that AI adoption is no longer optional but a strategic necessity for sustainable digital marketing success in India. |
| AUTHOR | DR. ANKITA UDAY MANEKAR, PROF(DR) RAKESH PATIL Assistant Professor, SND College of Engineering & Research Centre, Yeola (Nashik-MS), India Director, SSR Institute of Management & Research, Silvassa (UT of DNH & DD), India |
| VOLUME | 180 |
| DOI | DOI: 10.15680/IJIRCCE.2026.1401089 |
| pdf/89_Impact of Artificial Intelligence in Digital Marketing in India An Analytical Study.pdf | |
| KEYWORDS | |
| References | 1. D. Mahakal, “The Impact of Artificial Intelligence in Digital Marketing,” Journal of Global Economy, vol. 21, no. 2, pp. 45–58, 2025. 2. N. Virmani, “The Synergistic Impact of Artificial Intelligence on Digital Marketing,” Journal of IMS Group, vol. 12, no. 1, pp. 22–34, 2025. 3. S. Mudassar, “Measuring the Impact of Artificial Intelligence on Online Marketing Strategies,” Journal of Information Systems Engineering and Management, vol. 10, no. 4, pp. 1–12, 2025. 4. T. Bastry, A. Elragal, and M. Kamel, “Integration of Artificial Intelligence in Digital Marketing: Challenges and Opportunities,” Journal of Innovation and Entrepreneurship, vol. 14, no. 3, pp. 88–102, 2025. 5. R. Davenport, T. Guha, D. Grewal, and T. Bressgott, “How Artificial Intelligence Will Change the Future of Marketing,” Journal of the Academy of Marketing Science, vol. 48, no. 1, pp. 24–42, 2020. 6. Kumar, R. Patel, and S. Sharma, “Artificial Intelligence Adoption in Indian Digital Marketing: An Empirical Study,” International Journal of Management, Technology and Engineering, vol. 9, no. 6, pp. 215–223, 2023. 7. McKinsey & Company, “The State of AI in Marketing,” McKinsey Global Institute Report, 2023. 8. Accenture, “AI-Powered Marketing: Driving Customer Experience and Growth,” Accenture Insights Report, 2022. 9. PwC India, “Artificial Intelligence in India: Opportunities and Challenges,” PwC Industry Report, 2023. 10. Statista, “Digital Advertising Market Size in India,” Statista Research Department, 2024. 11. Gartner, “Top Trends in AI-Driven Marketing Technologies,” Gartner Research Report, 2023. 12. Salesforce Research, “State of Marketing: AI and Automation,” Salesforce Industry Report, 2023. 13. Meta Platforms Inc., “AI and Personalization in Social Media Marketing,” Meta Business Insights, 2023. 14. Dwivedi et al., “Artificial Intelligence (AI): Multidisciplinary Perspectives on Emerging Challenges,” International Journal of Information Management, vol. 57, pp. 102–119, 2021. 15. Ministry of Electronics and Information Technology (MeitY), Government of India, “National Strategy for Artificial Intelligence,” 2022. 16. Reserve Bank of India, “AI and Analytics in Digital Financial Services,” RBI Occasional Papers, 2023. |
