A Study on Impact of AI Application on the Growth of Digital Marketing in Indian Telecommunication Companies with Special Reference to Chennai City

Abstract

Aim: Investigates the impact of Artificial Intelligence (AI) applications on the growth of digital marketing in Indian telecommunication companies.

Scope: The research explores their role in enhancing digital marketing strategies and performance by focusing on crucial AI technologies—Expert Systems, Evolutionary Computation, and Neural Networks.

Sampling, Methodology & Statistical Tools: The study employs a sample size of 240 employees from various Indian telecommunication companies using Stratified Random Sampling . Statistical analysis including Frequency tests, Chi-square tests, ANOVA, Correlation Analysis, and Multiple Regression Analysis are used to assess the relationship between AI applications and digital marketing growth.

Findings: The findings highlight the significant effects of AI on digital marketing, offering insights into the potential of these technologies to drive the sector forward.