The Financial Impact of Generative Artificial Intelligence in Hyper-ersonalised Marketing Campaigns: Challenges and Opportunities

Pandey, Mayank

doi:https://doi.org/10.55041/ijsmt.v2i3.432

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THE FINANCIAL IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE IN HYPER-ERSONALISED MARKETING CAMPAIGNS: CHALLENGES AND OPPORTUNITIES

AUTHORS:

Mayank Pandey

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DOI: 10.55041/ijsmt.v2i3.432

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This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Abstract

Marketing functions have been among the first within commercial organisations to experience the practicality of AI adoption, and the financial implications of that change are only now being made measurable in structured ways. Tools available to marketing teams — from automated bidding systems in paid search to natural language generation platforms for content production — have expanded considerably in both capability and accessibility. Yet despite the amount of vendor-induced hyperbole on the performance benefits of AI, independently collected practitioner data on actual financial performance has been sparse.

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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.

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