Volume 2 - Issue 4, July - August 2026

Artificial Intelligence (AI) has become a transformative technology that is reshaping marketing practices by enabling organizations to improve customer engagement, automate marketing processes, and make data-driven decisions. The present study examined the role of Artificial Intelligence in marketing among business organizations in Mysore District. The study aimed to examine the extent of AI adoption in marketing practices and assess its impact on the marketing performance of business organizations. A descriptive research design was adopted, and primary data were collected from 120 respondents comprising marketing executives, marketing managers, sales managers, business owners, and senior managers through a structured questionnaire. Secondary data were obtained from books, journals, research articles, reports, and online sources. Convenience sampling was employed to select the respondents. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS). Descriptive statistics were used to analyse the demographic profile of the respondents, while a One-Sample t-test was employed to examine the extent of AI adoption in marketing practices. Simple Linear Regression Analysis was used to assess the impact of Artificial Intelligence on marketing performance. The findings revealed that business organizations had widely adopted AI in marketing activities such as customer segmentation, personalized marketing, customer relationship management, and marketing decision-making. The regression analysis further indicated that Artificial Intelligence had a significant positive impact on marketing performance by enhancing customer engagement, operational efficiency, campaign effectiveness, and overall business performance. The study concluded that Artificial Intelligence has become an essential strategic tool for improving marketing effectiveness and achieving sustainable competitive advantage. The findings provide valuable insights for business organizations, policymakers, and researchers in promoting the effective adoption of AI-driven marketing practices.

Ravish B P,"Role of Artificial Intelligence in Marketing: A Study of Businesses in Mysore District" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(228-236) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.