📄 Abstract
In recent years, organizations have begun using data and artificial intelligence to drive marketing decisions. Digital marketing is one area where this transformation is especially visible. AI-driven marketing has become a valuable tool for understanding consumer behaviour and developing effective marketing strategies. This study, titled "AI-Driven Marketing: Leveraging Data and Technology," examines how AI tools enable marketers to make more informed decisions and engage customers more effectively. This research used a quantitative method. A structured questionnaire was used to collect primary data from 112 respondents drawn from marketing professionals and digital consumers. A five-point Likert scale was used to measure responses. Secondary data was obtained from research articles, academic journals, and industry reports on AI, digital marketing, and consumer behaviour published between 2016 and 2025. The results show that organizations actively use AI-driven marketing tools to personalize customer experiences, improve targeting, automate campaigns, and support data-driven strategic decision-making. The findings suggest that AI-driven marketing contributes positively to marketing performance, customer engagement, and competitive advantage. Overall, this study highlights the growing importance of AI as a practical tool that helps organizations improve performance and maintain competitiveness in the evolving digital business environment.
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📚 How to Cite:
Ms. K. Drakshayani, Ms. S.V. Nikhitha, Ms. S. Mahalakshmi, Ms. D. Anusha, Dr. Mahadevan M , ARTIFICIAL INTELLIGENCE (AI) -DRIVEN MARKETING: LEVERAGING DATA AND TECHNOLOGY , Volume 13 , Issue 4, April 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,