INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
An Impact of Artificial Intelligence Based on Digital Marketing with  
Special Reference to Tirunelveli City  
1 Dr. M. Nithya, 2 Dr. K. Rajamannar  
1 Assistant Professor, Department of Commerce, Yadava College, Madurai Kamaraj University,  
Madurai, Tamil Nadu.  
2 Assistant Professor, Department of Commerce, Manonmaniam Sundaranar University, Tirunelveli,  
Tamil Nadu.  
DOI : https://doi.org/10.51583/IJLTEMAS.2025.1411000080  
Received: 17 November 2025; Accepted: 22 November 2025; Published: 18 December 2025  
ABSTRACT  
Artificial intelligence is a technology that allows computers or machines to think like humans and  
accomplish tasks that are similar to those performed by the human brain. Artificial Intelligence and  
technological advancements are now being applied in practically in all facets of life. It has been used in  
conjunction with digital marketing to help firms reach out to customer at the proper time. “Marketers have  
the ability to process large amounts of data and meet client expectations. It has been that AI has been used  
to ensure customer satisfaction”. The use of the internet is growing in India, which opens up new  
commercial options. Artificial Intelligence (AI) in the modern era is a broad field that employs advanced  
techniques to derive viewpoints from vast volumes of data. The basic idea behind AI is to teach robots to  
practice, resolve problem that is faced on a regular basis. The AI is enabled in supporting the management  
to create and monitor various digital content, assist in understanding the overall needs of the customers and  
enable in providing the necessary information to the management for taking key decisions. The AI helps  
the marketers to create distinct advantage and enable in providing better products and services to the  
customers.  
Key Words: AI, Marketing, GENAI, Robots.  
INTRODUCTION  
Artificial Intelligence (AI) is gaining popularity in everyday life of business and individuals. Companies  
apply AI for interacting with customers and engaging them through voice recognition, image recognition,  
addressing their needs, resolving queries etc. AI is considered as the overall integration between various  
technologies covering cloud computing, robotics, digital content creation, network devices and their  
systems. The AI is enabled in supporting the management to create and monitor various digital content,  
assist in understanding the overall needs of the customers and enable in providing the necessary information  
to the management for taking key decisions. The AI helps the marketers to create distinct advantage and  
enable in providing better products and services to the customers (Cremer, 2019).  
Digital Marketing  
Digital marketing enabled the marketers to apply various strategies and enhance the usage of various  
electronic devices, promote the products, track the needs of the customers by using various internet tools.  
The marketers can also enable in engaging the customers, target the advertisements and keep updated on  
the recent happenings in the business environment. AI in marketing process enables the marketers to  
process high volume of data and crunch them for arriving at key information, analyse them so as to meet  
the needs of the customers in a quick span of time. Besides, the management needs to engage the customers  
in an effective manner so that they will stay loyal and support in enhancing the return on investments.  
Another essential factor which instead to implement AI in the marketing process is that the business  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
environment is becoming more complex, competitive and dynamic with various internet tools like Web 2.0  
etc. hence companies need to recognize and apprehend the customer needs and expectations, create and  
improvise the products so as to meet the needs in effective manner.  
Statement of The Problem  
The problem in AI within digital marketing lies in optimizing algorithms to interpret vast datasets for  
targeted advertising, as the ethical concerns around privacy and potential biases pose challenges in  
delivering personalized consent without compromising user trust.  
Objectives of The Study  
To study demographic profile of digital marketers.  
To find out impact of AI on digital marketing.  
To find out problems of digital marketers based on digital marketing.  
Scope of Artificial Intelligence in Digital Marketing  
The scope of artificial intelligence in digital marketing is expansive. AI can revolutionize various  
aspects of digital marketing, including:  
AI helps to create highly personalized content and recommendations based on user behavior and  
preferences, improving customer engagement.  
AI algorithms analyze data to predict customer behavior, enabling marketers to make data-driven  
decisions and optimize campaigns.  
AI powered Chatbots enhance customer interactions by providing instant support, answering  
queries, and guiding users through the sales funnel.  
AI optimizes ad targeting by analyzing user data and behavior, ensuring that ads are shown to the  
most relevant audience for better conversion rates.  
AI automates routine tasks such as social media posting, email marketing, and data analysis, save  
time and resources for marketers.  
AI helps map and understand the customer journey, enabling marketers to tailor their strategies  
for each stage of the buying process.  
Hypothesis of The Study  
H0: There is no significant association between gender and the level of impact of AI based on digital  
marketing in Tirunelveli district.  
H0: There is no significant association between age groups and the level of impact of AI based on digital  
marketing in Tirunelveli district.  
H0: There is no significant association between educational qualification levels and the impact of AI based  
on digital marketing in Tirunelveli district.  
METHODOLOGY  
Research methodology is a way to systematically solve the research problems. It may be understood as a  
science of studying how research is done scientifically.  
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MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Type of Sampling  
Convenient sampling has been followed. Convenience sampling (also known as grab sampling, accidental  
sampling, or opportunity sampling) is a type of sampling that involves the sample being drawn from that  
part of population that is close to hand.  
Research Design  
A research design is the arrangement of conditions from collection and analysis of data in a manner that  
aims to combine relevance to the research with economy in “procedure”. The researcher and Descriptive  
research design, because it helps to describe a particular situation prevailing with a company. Descriptive  
study was necessary to ensure the complete interpretation of the situation and to ensure minimum bias in  
the collection of data.  
Sample Size  
For a research study to be perfect the sample size selected should be optimal i.e. it should neither be  
excessively large nor too small. Hence the sample size selected for the study was 110 digital marketers in  
Tirunelveli District.  
Statistical Tools Used for Analysis  
I conducted a market study using a questionnaire as the research tool. The questionnaire was made up of  
closed-ended inquires that were created to collect as much data as feasible. If the recipient is provided  
options, responding from the choices is simpler for them than having to consider and react and it also takes  
less time. Because people keep reacting, one must make the appropriate decision in accordance.  
Percentage analysis  
Chi-square analysis  
Bar chart  
LITERATURE REVIEW:  
Keng Siau and Yin Yang (2017), advanced technologies will have a significant influence in the near  
future. Marketing is being transformed by artificial intelligence and robotics. Salespeople and marketers  
are likely to be replaced by robots. Websites, on the other hand, can use eye-tracking data to automatically  
update information. It fosters a collaborative atmosphere between man and machine. Marketing experts  
must exceed machines in terms of invention, originality, and design in this difficult and dangerous field.  
Bughin, Hazan, Manyika, and Woetzel (2017), personalized ads may be produced by using artificial  
intelligence to analyse data. It improves customer service. Currently, covered tasks and operations include  
web creation, external email marketing, social media monitoring, digital marketing, and lead generation.  
Role of Artificial Intelligence in Digital Marketing  
Nowadays AI is everywhere. AI in digital marketing as well. AI has helped organizations to understand  
what customers want and helped to increase customer satisfaction. Artificial Intelligence isn’t here to  
replace jobs but increases productivity and efficiency. AI can identify which customers are most likely to  
unsubscribe your service and also analyzes which features are responsible for unsubscribing customers.  
Marketers can then take action to avoid un-subscriptions. AI has highlighted its presence in almost every  
field such as social media, travel and transportation, finance, healthcare, ecommerce etc. AI is not only  
reducing human intervention in business transactions but also helping to do their jobs in better way. AI  
helps digital marketers to process the data generated in daily transactions faster, which helps them to make  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
digital strategy more efficiently.  
AI Powered Chatbots  
It is a software application used to conduct an on-line chat conversation via text or text-to-speech providing  
direct contact with a live human agent. It helps answer customers’ questions and solve problems quickly.  
Examples:  
Dominos has built a Facebook Chabot to make the ordering process faster.  
Eva (HDFC Bank) has answered more than 5 million queries from around a million customers with  
more than 85% accuracy.  
AI-Powered Chatbots can respond to multiple user inquiries simultaneously.  
Personalization  
It helps by understanding the personal preferences, likes, and dislikes of individual customers. Through  
this, marketers can provide consumers with a personalized experience. Grammarly, an app catch grammar  
mistakes and sends weekly reports to users on how their writing has improved. Starbucks remembers  
customers’ favorite drinks and preferences and rewards them with perks and freebies based on past  
activities. Tesla car remembers each driver’s preference for seat, steering wheel, mirror location, braking,  
radio presets and even driving style which is comfortable for drivers. Personalization providing a great  
customer experience. AI has made it possible. It can be done by collecting and analyzing user data while  
considering physiographic, demographics, devices, and geographical location.  
Programmatic Advertising  
There are many kinds of online campaigns are running everyday by many organizations where it requires  
analysis and research and also have chances of human errors while running campaign. Now it has changed  
and can be done with AI enable programmatic advertising where it takes care of placement of the ad on the  
right platform, to the right customer and optimizing the campaign in real time quickly and effectively.  
Today whatever we see ads most of that are delivered using artificial intelligence mechanism called as  
programmatic advertising.  
Creating and generating Content  
Yes, in digital a machine can write content by itself with the help of AI. There are certain areas where AI  
can useful and help to attract customers to your website.  
Example:  
AI can write news and reports based on data and information available. Some Intelligent tools like  
Wordsmith, Articoolo, and Quill are being used by the Forbes to create news, which leads to clicks on their  
websites, BBC, New York Times also implementing this technology to generate content.  
Web Designing  
To develop a website, knowledge of HTML, CSS, JavaScript and programming languages is required. But  
AI has made simple. Popular website developer like Wix uses AI to build websites. Facebook and Google  
have offered free AI enabled services such as wit.ai and Dialogflow respectively which developers can use  
to develop a website.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Email Marketing Campaigns  
Email marketing is a way to create awareness of product or convey the message by sending mails to multiple  
recipients at the same time. By taking the advantage of AI capabilities, you can send a customized email  
for your email marketing campaigns by analyzing user behavior and preferences. AI can help you to  
sending personalized mail for email marketing campaign Dynamic Pricing  
The price of the product or service is not fixed in dynamic pricing; it can be changed as per the demand and  
supply in the market. AI can be used to set the price of the item dynamically depending on demand, supply,  
availability, customer profiles, profitability of customer and other factors to maximize sale and profit. The  
website camelcamelcamel.com tracks the price of the Amazon products over time. Item pricing fluctuates  
depending on season, availability, popularity and other factors. You might have also experienced that the  
price of the product after few days get changed automatically when you revisit.  
Predicting Customer Behavior  
AI can predict the personality traits better than your spouse, friend or even family members. Many  
marketers are having problem of how to tackle with their audiences. They are trying to understand how to  
reach target customers in the competitive environment. Customer Service provider are also looking for  
improving customer satisfaction. AI can help to automate recommendations in real time to improve  
customer experience. AI tool can help to scan your customer’s browsing history to present different options.  
AI not only gives new insights about your customer but also automatically deliver message to right  
customer at right time.  
Gender of the respondents  
Gender  
Male  
Frequency  
Percent  
52.7  
58  
52  
Female  
Total  
47.3  
110  
100.0  
Source: Primary data  
Interpretation: Table shows the distribution of gender among a sample of 110 individuals. It indicates that  
52.7% are male, while 47.3% are female. The data suggests a slight majority of males in the sample, with  
females comprising a significant proportion as well. Overall, the gender distribution appears relatively  
balanced within this sample.  
Monthly Income of the Respondents  
Monthly Income  
Less than RS.30,000  
Rs.30,001-Rs.50,000  
Above Rs.50,001  
Total  
Frequency  
Percent  
40.9  
45  
43  
39.1  
22  
20.0  
110  
100.0  
Source: Primary data  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Interpretation: Table illustrates the distribution of monthly incomes among a sample of 110 individuals. The  
majority (40.9%) earn less than Rs. 30,000 per month, followed closely by those earning between Rs. 30,001  
and Rs. 50,000 (39.1%). A smaller proportion (20.0%) earn above Rs. 50,001 monthly. Overall, it provides  
insight into the income distribution within the surveyed population.  
Platform to Integrate with AI  
Platform to Integrate with AI  
Social media platforms  
E-mail marketing platforms  
Content management systems  
All of the above  
Frequency  
Percent  
29.09  
16.4  
32  
18  
30  
27.3  
31  
28.2  
Total  
110  
100.0  
Source: Primary data  
Interpretation: Table presents this data suggests that a significant portion of respondents, 28.18%, prefer  
integrating AI across all platforms mentioned, indicating a desire for comprehensive AI adoption. Social media  
platforms are the most favored for integration at 29.1%, followed closely by content management systems at  
26.36%. E-mail marketing platforms, while still relevant, show slightly lower preference at 16.36%. Overall,  
there's a clear inclination towards AI integration across diverse digital channels.  
Level of complexity with AI tools  
Level of Complexity with AI tools  
Simple and user friendly  
Moderate complexity  
Frequency  
Percent  
32.7  
36  
39  
35.5  
Advanced features and customization  
Total  
35  
31.8  
110  
100.0  
Source: Primary data  
Interpretation: Table illustrates the distribution of respondent’s perceptions regarding the level of complexity  
of AI tools. The majority, comprising 32.7%, find simple and user-friendly tools preferable. A significant  
portion, 35.5%, prefers tools with moderate complexity. Meanwhile, 31.8% are inclined towards AI tools with  
advanced features and customization options, indicating a demand for versatility and depth in functionality.  
Overall, the data suggests a varied preference among users, highlighting the importance of offering diverse  
options in tool design.  
Results from Implementing AI Tools  
Results from Implementing AI Tools  
Frequency Percent  
28 25.5  
Immediately  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
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Within a few weeks  
Within a few months  
Within a year  
Others  
27  
24.5  
24.5  
10.0  
15.5  
100.0  
27  
11  
17  
Total  
110  
Sources: Primary data  
Integration: Table shows the timeline for implementing AI tools. The majority, 74.5%, expect to see results  
within a few weeks to a few months. Only 10% anticipate results within a year, suggesting a relatively short  
implementation  
complexities.  
timeline. 15.5% have other expectations, possibly indicating varied project scopes or  
Business turnover * Impact of AI based on digital marketing  
Ho: There is no significant association between the impact of AI based on digital marketing and the business  
turnover levels in Tirunelveli district.  
Ho: There is no significant association between the impact of AI based on digital marketing and the business  
turnover levels in Tirunelveli district.  
Impact of AI based on digital  
marketing  
low  
moderate  
High  
Business Turnover  
Below 50,000  
Total  
41  
Count  
%
16  
9
16  
39.0%  
13  
22.0%  
4
39.0%  
15  
100.0%  
32  
50,001-  
Count  
%
1,00,000  
40.6%  
7
12.5%  
3
46.9%  
7
100.0%  
17  
1,00,001-  
3,00,000  
Count  
%
41.2%  
3
17.6%  
8
41.2%  
9
100.0%  
20  
Above 3,00,001  
Count  
%
15.0%  
39  
40.0%  
24  
45.0%  
47  
100.0%  
110  
Total  
Count  
%
35.5%  
21.8%  
42.7%  
100.0%  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
7.640  
Chi square  
P value  
0.266  
Interpretation  
The chi-square test result with a p-value of 0.266 suggests that there is no significant evidence to reject the  
null hypothesis. Thus, we fail to conclude that there is a significant association between the impact of AI  
on digital marketing and business turnover levels in Tirunelveli district  
FINDINGS  
The study represents majority 52.7% of the respondents are male.  
The study shows that majority 30% of the respondents comes under the category of 26-35 age group.  
The study states that, majority 30.9% of the respondents are college level.  
The study represents majority 40.9% of the respondents earning annual income less than Rs.30,  
000.  
The study represents majority 37.3% of the respondents’ business turnover is below Rs. 50,000.  
The study states that, majority 28.2% of the respondents year of experience is 1-3 years.  
The study represents majority 29.09% of the respondents using social media platforms.  
The study shows that majority 35.5% of the respondents level of complexity of AI tools is moderate  
complexity.  
The study found that majority 25.5% of the respondents’ results from implementing AI tools  
is immediately.  
The study states that, majority 29.1% of the respondents AI contribution to lead generation in digital  
marketing is it slows down lead acquisition.  
The study represents majority 30% of the respondent’s way of AI influence customer  
engagement is it decreases customer interactions.  
SUGGESTION  
In Tirunelveli district, AI can revolutionize digital marketing by offering personalized experiences  
for customers.  
With AI, businesses can analyze customer data to understand preferences and behaviors better.  
This allows for targeted advertising and tailored content, increasing engagement and sales.  
Additionally, AI-powered chatbots can provide instant customer support, enhancing the overall  
shopping experience.  
Overall, integrating AI into digital marketing strategies can help businesses in Tirunelveli district  
reach their target audience more effectively and drive growth.  
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MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
CONCLUSION  
The integration of AI in digital marketing is revolutionizing the industry. From personalized experiences  
and predictive analysis to chatbots and targeted advertising, AI is reshaping the way brands connect with  
their audience. As AI continues to evolve, it will play a crucial role in SEO, content creation, social media  
marketing, email marketing and CRM. The future of AI in digital marketing holds exciting opportunities  
and challenges.  
REFERENCE:  
1. Keng Siau and Yin Yang (2017), impact of artificial intelligence, robotics, and machine learning on  
sales and marketing. In Twelve Annual Midwest Association for Information Systems Conference  
(MWAIS 2017) (pp. 18-19).  
2. Bughin, Hazan, Manyika, and Woetzel (2017), artificial intelligence: The next digital frontier.  
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