The Changing Face of Marketing: Role of Artificial Intelligence in Shaping Consumer Experience

The human existence has been shaped by numerous discoveries that have benefited and at times even challenged the human race. Humans have excelled in creating things that have challenged its own imagination and hence justified the title of being the most intelligent species. History is testimony to the ways Steam Power, Electricity and Information Technology has impacted the human kind. The next revolution that is taking place, silently but at a rapid pace, is Artificial Intelligence (AI). The late physicist Stephen Hawking said that the success in the field of AI will perhaps be the biggest achievement of the human mind, but also warned of the possibility of the termination of the human race if we lose control.There are many who believe that the human race will keep control over AI for many years to come and can reap significant benefits from the use of it. There are also significant others who are skeptical about the coexistence of the creator and its creation. Irrespective of the opposite schools of thought, AI has already started making significant impact on various aspects of life and is on its way to perhaps become the biggest disruption. We have witnessed so far. The aim of this paper is to trace the evolution of AI and look at the ways it’s impacting the field of Marketing. The authors look to present a layman’s understanding about AI’s role in marketing and perhaps throw light on its probable future applications without inclining towards any particular school of thought