Title: Does artificial intelligence-based advertising improve the marketing and sales of a business? An outlook from e-commerce perspective

Authors: Muthukrishnan Nagarajan; K. Suregka Felix

Addresses: Alagappa Institute of Management, Alagappa University, Karaikudi, 630003, Tamil Nadu State, India ' PG and Research Department of Commerce, Thanthai Periyar Government Arts and Science College (Autonomous), Tiruchirappalli – 620023, Tamil Nadu, India; Affiliated to: Bharathidasan University, India

Abstract: Advertisement increases sales, profit, brand values, reputation, production costs, etc. To reduce the cost of advertising, artificial intelligence-based advertising may be used in the near future. The present study was carried out in various regions of India. Around 482 respondents participated in the survey. Results revealed that there is no significance between the various business sectors, but significance exists between the various modes of advertisement. This paper attempts to study and develop a new research model to derive an AI algorithm to link and bridge the gap between business sector and advertising mode with the customer's personal interests, browsing history, and personal information, analyse the customer's expectations, pop up the customer-based advertisement module, and distribute it to the advertising channels based on the preferred mode of advertising of the seller's input along with customer feedback and sales feedback from the seller to realign the assumptions and current trends.

Keywords: artificial intelligence; big data; advertisement; sales; marketing.

DOI: 10.1504/IJBPIM.2025.146532

International Journal of Business Process Integration and Management, 2025 Vol.12 No.2, pp.105 - 121

Received: 02 Nov 2024
Accepted: 19 Dec 2024
Published online: 02 Jun 2025 *

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