A STUDY ON INNOVATIONS IN MARKETING RESEARCH USING AI

Abstract

This article explores the transformative impact of artificial intelligence (AI) on the landscape of marketing research. Moreover, this study discusses the deployment of natural language processing (NLP) for sentiment analysis in social media, enabling marketers to gauge real-time consumer sentiments and adapt strategies dynamically. As organizations strive to gain deeper insights into consumer behaviour and market trends, AI emerges as a disruptive force, reshaping traditional research methodologies. The findings showcase successful case studies where AI-driven marketing research has led to actionable insights, empowering companies to adapt products and campaigns to specific consumer segments. The article concludes with a forward-looking perspective, anticipating future innovations and challenges in the dynamic intersection of AI and marketing research. The role of AI is shaping the future of marketing research, providing practitioners with valuable insights into the potential and implications of leveraging artificial intelligence for enhanced decision-making in the field.