Artificial intelligence is defined as the ability of the business to use a digital computer or computer-controlled robots which perform activities similar to human beings. It can be stated as the simulation of human intelligence which is being processed by the machine, particularly by the computer system to operate as a human being. For the successful working of the business currently, it must comply with the effective use of AI. The reason behind the fact is that when artificial intelligence is used then it will improve the working capability of the business. With regards to the marketing, the artificial intelligence is effectively used. The competition within the market is intense and compliance with the latest technology is very necessary to work effectively. Thus, businesses must implement the latest technology for effective marketing (Huang and Rust, 2021). The present study is based on Morrison which is a Supermarket chain headquartered in the UK. The company was founded by William Morrison in the year 1899 in Bradford. The company deals in different kind of variety of products like clothing, books, groceries, food drink, home, magazines, petrol and many other different kinds of facilities. The current dissertation will outline the use of AI-driven tools and algorithms within the company. The study will evaluate the influence of AI-driven tools over the marketing of products and services and ultimately decision-making of the customers. The study will effectively outline the way how AI is impacting the decision-making of the customers. The effective use of artificial intelligence stimulates the customers to buy the products and services of the company. Thus, the study will outline the impact of using AI-driven tools and algorithms on consumer decision-making.
1.2 Background of the organization
Morrison is a company which is the fifth largest Supermarket chain within the UK. This company was founded in the year 1899 by William Morrison and is headquartered in Bradford England. The company deals in many different kinds of products and services which include food, groceries, homeware, florist, clothing, books, magazines, petrol, tobacco and many other different kinds of products and services. The company implements all the use of the latest technology and it is very helpful to the company. The company is complying with the latest trends and technologies which help in improving the overall working efficiency of the company. In the current competitive environment as well the company is implementing the use of effective technology which in turn improves the overall efficiency of the business. Thus, the reason for selecting the current research company is that it assists in enhancing the overall efficiency of the company and its services in a better an effective manner.
1.3 Aim and Objectives
Aim
To investigate how AI-driven tools and algorithms influence the marketing decision-making of consumers. A study on Morrison.
Objectives
To develop an understanding relating to the concept of AI-driven marketing tools.
To analyse the different AI-driven tools which are used by Morrison to market their products.
To assess the impact of using AI-driven tools on the decision-making of consumers.
To recommend some of the strategies for enhancing the use of AI-driven tools for marketing.
Research questions
What is the concept of AI-driven marketing tools?
What are the various AI-driven tools used for marketing the product and services?
What is the impact created by AI-driven tools on consumer decision-making?
What are some of the recommendations for enhancing AI-driven tools and technology?
1.4 Research Significance
The current working environment includes the gradation within the technology. The company must be successful in implementing all the latest technologies. There are many different technologies which are coming within the field of marketing and they assist in effectively attracting customers. Currently, the use of technology is very trending and in case the company does not implement the latest technology then customers will not be happy with the products and services of the business. Thus, the current study must be successful so that the overall technology and its impact on customer decision-making can be evaluated easily (Klaus and Zaichkowsky, 2020). The study will help the companies in analysing how Technology affects the behaviour of the consumers and whether they are stimulated to buy the product or service of the business or not. Thus, the current research topic is of significance to the company on which the study is being conducted which is Morrison. It is significant because it will help the company in evaluating the impact of various AI-driven tools on customer decision-making. In addition to this, the current study is of significance to competitors of Morrison. The reason behind this fact is that the strategies useful for Morrison are also helpful to other competitors as well. Moreover, the current study is also of significance to the researchers who are conducting the study on similar kinds of topics. This is because of the reason that this study will be a base for the researcher which can be used to develop their thesis.
1.5 Research Rationale
For any company to be successful it is very necessary that all the latest trends and working patterns are being followed by the business. In case the company is not following all the latest trends then it will be affecting the overall efficiency of the business. Currently, the use of technology specifically AI and other related techniques within the field of marketing is very trending. Thus, it is the responsibility of the company they comply with all these techniques so that the overall working efficiency of the company is improved. The reason for selecting the current research topic based on AI-driven Tools and techniques for marketing is that it is currently trending and in case the company will not be complying with it then it will affect the overall working efficiency (Huang and Rust, 2021). Thus, the company must use all the latest trends and working patterns which are being followed. In addition to this another reason for the selection of the current research topic is that already the competition is intense and if the company is not using the latest trends then it will affect the overall efficiency of the business. The current research study will help the company in analysing the importance of using all the latest trends and Technology for marketing. Along with this another reason for selecting the current research topic is the academic and personal interest of the resources. The researcher is interested in analysing the effect of using AI-given tools and Technology on the decision-making of customers. Hence, the current study will help the surgery in clearing all the doubts relating to the research topic.
1.6 Dissertation structure
Chapter 1: Introduction
The first chapter of the dissertation is the introduction which provides the overview of the research topic and the rationale for selecting the topic. It also outlines the presentation structure and the significance of the research topic.
Chapter 2: Literature Review
Next comes the literature review section which includes the overall evaluation of all the articles and secondary data relating to the research topic. The aim and objectives of the study are well determined with the help of the views of other Scholars and authors.
Chapter 3: Research Methodology
The third chapter deals with the research methodology which includes all the methods that will be used by the researcher to attain the objectives effectively. There are different kinds of methods that the researcher uses to accomplish the objectives. Hence, this chapter outline every method selected for the accomplishment of the objectives?
Chapter 4: Data Analysis and Findings
The data analysis section is the one which includes an evaluation of the collected data so that the objectives can be achieved. It includes the application of different data analysis techniques which are assistive in attaining the objectives easily.
Chapter 5: Conclusion and Recommendations
The last chapter is the Conclusion and Recommendation which includes concluding the finding and ensuring that the objectives are attained. In addition to this, the chapter also includes providing recommendations for improving the study in future.
Chapter 2: Literature Review
2.1 Introduction
Literature review refers to piece of academic writing which demonstrate understanding as well as information of the academic articles on particular topic placed within objectives. This also encompasses critical evaluation of articles which includes both negative and positive points of the topic (van Dinter et al, 2021). Literature review is a survey of scholarly sources which includes journals, articles, books related to research questions. The purpose of literature review is to gain a deep insight of existing debates as well as research on the basis of particular area. This can present in the structure of written report. This chapter will discuss on artificial intelligence (AI) tools and algorithms which influences the marketing decision of customers within retail sector. Literature review will emphasize on AI driven marketing tools that allows companies to offer customized content that is suitable for clients’ requirements and preferences. Key features of the research will highlight on how AI tools allows companies to analyze consumer data as well as offer targeted programs.
2.2 Theme 1: Concept of AI-driven marketing tools
In accordance with the views of Haleem et al, (2022) with artificial intelligence (AI) marketing strategies companies can implement AI power technologies and tools to collect as well as analyze huge volume of data. This helps companies to recognize trends as well as patterns and automate tasks such as content generation and customer segmentation. This also helps businesses to offer customized recommendations as well as optimize marketing initiatives on the basis of real time insights to get deeper picture. Marketing has the very essential gain from AI tools. This helps in understanding consumer requirements, matching them with products and services as well as persuading people to make purchase.
Shrivastava, (2023) assessed artificial intelligence has the ability to process huge amount of data as well as has positioned it as a growing told within various industries. The most impactful use of AI is that it helps in repetitive tasks. This helps companies to enhance efficiency as well as productivity across various business operations. Repetitive tasks consume lots of time as well as resources. They often needs human prone of mistakes and inconsistency. AI tools helps in performing these task effortlessly and without any errors. Artificial intelligence can modify various data, generate insights as well as identify patterns all at the same time. AI marketing tools have revolutionized consumer service that focuses on general queries, decreasing wait time as well as ensure 27*7 availability. AI driven tools predicts changes in demand on the basis of historical data and optimize stock level which helps diminish wastage. Automation repetitive tasks help companies to save costs in the long period of time and reduce errors. On the other hand, Venkatesan and Lecinski, (2021) said that AI driven tools have major concern in job losses. It is essential to upskill and retrains the human resources to take new role in AI technologies. When AI offers valuable insight as well as automated procedures this can result in hinder human creativity. AI tools sometimes ensure ethical and data privacy issues that can damage brand reputation in the market.
Agarwal et al, (2021) identified in their study that artificial intelligence allows firms to better understand consumer interactions as well as buying motivations. This assists companies to analyze huge datasets speedily as well as successfully understand people behavior and preference. This assists companies to predict future requirements on the basis of particular market indicators as well as purchaser demographics’. Companies have enhanced their offerings through personalizing them particularly for various client segments. Artificial intelligence analytics can evaluate data in forums and news articles regarding company’s information. Companies can use this data to analyze gaps in brand perception as well as take actions for reputational management to improve its products and services especially within retail sector. Companies can also track competitors’ performance on various channels to gain knowledge of market trends. However, Stone et al, (2020) argued that AI driven tools are trained on the basis of historical data that may be intrinsically containing biases. This can broadcast into the artificial intelligence modes that lead to biased results. Biased suggestions made by AI tools can have negative impact on human decision making particularly within retail sector. These biased suggestions can influence human behavior in the long term. This can lead to distinguish messages that disaffect certain group of customers.
Mandapuram et al, (2020) ascertained the fact that AI marketing tools are becoming a cornerstone within the evolution of customer buying experience. This helps companies by analyzing data from a consumer’s buying history, feedbacks as well as preferences. This allows companies to offer highly tailored communication from product suggestions to consumer service touchpoints. This advance level of customization system serves to enhance the overall customer experience that lead to high purchaser loyalty as well as satisfaction. To truly understand the worth of artificial intelligence powered within company, it is essential to benchmark in marketing programs as well as measure performance. AI marketing tools offer abilities like natural language processing, predictive analytics as well as customer segmentation. This makes personalization more particular and scalable which are back by driven insights which is assist with optimization and planning. Nevertheless, Tanveer et al, (2021) argued that AI tools are replacing human customer service agents within the present background proposed. AI driving marketing strategy is lacked by human touch which is very important in building personal relations within customers. Over reliance on AI algorithms as well as automation can result in impersonal connection that lead to lessen engagement and trust of customers. AI tools heavily rely upon high quality and accurate data to offer insights as well as forecast. This incomplete data can lead to imperfect suggestions, effective decision making as well as misguide targeting. It is essential for companies to integrate and maintain data quality to avoid negative impact while using AI tools within marketing.
Kopalle et al, (2022) ascertained the fact that companies using AI tools within marketing can customize experience and recommendations to consumers. This helps the company to increase loyalty and engagement with its customers. AI chatbots can offer quick support that reduces the requirement for human representatives’ and lower costs. On the critical note, Shrivastava, (2023) defined that integration within existing system is very complicated as well as needs careful planning to make sure that the artificial intelligence system functions flawlessly within the existing communications. To handle these issues companies should work with IT team to work effectively.
2.3. Theme 2: Analysing the various AI-driven tools for marketing the product and services
In the views of Stone and et.al, (2020) the marketing of goods and services is very essential. The reason underlying the fact is that the competition is intense and it is mandatory for the companies to effectively use the marketing strategies. The effective use of marketing strategies will assist the company in improving the overall working of the company. It is due to the reason that good marketing strategies will be assistive to the company in enhancing the overall working capability and efficiency. Regarding technical advancement, there are many different types of technology being upgraded. Thus, it is very necessary for companies within the retail sector they comply with all these latest technologies. When the company is complying with all the latest technology then it will improve the overall working capability and competitiveness to a great extent. Furthermore, effective compliance with digital marketing is necessary for the success of the company.
In support of this Chintalapati and Pandey, (2022) states that when the appropriate marketing strategies based on digital technology are used then it improves the working efficiency of the business to a great extent. Thus, compliance with effective technology is very necessary so that the overall working can be improved well. Within the retail sector, the use of technology is increasing and as a result of this, overall working will be affected to a great extent. Thus, it is the company's responsibility that they must effectively use the latest technology so that the overall working can be improved. It is due to the reason that when the latest technology is used then automatically it will enhance the overall working capability to a great extent. It is necessary for the reason that the use of AI which is artificial intelligence is very necessary to be implemented. AI is software which is assistive to the company in promoting the business product and services. For the effective marketing of goods and services, it is very necessary for retail companies they effectively comply with the latest tools and techniques of AI for promoting the business effectively.
In the views of Basri, (2020) compliance with Lexica Art is the most common AI tool which is assistive to the companies in promotion of the goods and services. This is high quality AI image generator. This tool is assistive to the company in improving the promotion and marketing of the goods and services. When the images used within the advertisement and other promotional tools are good and effective then automatically it attracts the consumers to a great extent. Furthermore, when the working will be done based on Lexica Art then it will improve the working efficiency of the company and its marketing strategies (21 best AI marketing tools to include in your stack in 2024, 2024). The companies in the retail sector implement the use of Lexica Art for developing interactive and innovative images for grabbing the attention of the consumers towards the products and services of the company.
In against this, De Bruyn and et.al, (2020) criticised that compliance with FullStory is also a good AI tool for promotion of the goods and services within the highly competitive market. This is a type of tool which assists the company in enhancing the digital experience of the users. The full story means the journey of site visiting by the consumer from the time they visit the website till the time of conversion. The FullStory implements AI to track the movement of the cursor, the clicks made by the mouse and the various pages visited by the users across the whole journey for creating their journey. This attracts consumers as the whole process of visiting the page is recorded and it can also be compared with the other users as well.
On the contradictory note Ma and Sun, (2020) stated that compliance with Chatfuel is another kind of tool relating to AI which is helpful for the business in marketing. This is a virtual AI tool or assistant which helps manage the chatbots for effective working. With this tool, the company does not have to buy it. Rather they can use the platform for creating the virtual personality on their own by using the concept of drag and drop interface. This compliance with the Chatfuel bot is assistive in interpreting the misspelt and the non-grammatical responses as well. The use of AI is assistive and it works on sophisticated linguistic processing which is helpful in easily spotting the keywords and the responses can be identified easily.
In support of this Vlačić and et.al, (2021) stated that another AI tool for effective marketing of goods and services in the highly competitive market is Albert.ai. For the success of the company, it is very essential that the appropriate marketing and advertising is made. In case the advertising is not effective then it will affect the overall working efficiency of the business. This present AI tool, Albert.ai is assistive in personalising the optimising the scale of working over social media and other paid search platforms. This AI tool undertakes the use of data-powered creativity and is used for tweaking the campaigns to take benefit of unseen opportunities. The major focus of this AI tool is on making the advertisement campaigns more relevant and eradicating waste so that appropriate messages can be conveyed to the consumers.
Further, Eriksson, Bigi and Bonera, (2020) identified another important AI tool for the effective marketing of goods and services is the Userbot.ai. This is a type of chatbot that is much more advanced as compared to the chatbot. Within this, when any consumer query is not solved then it is passed to the human operator and it is solved. This Userbot.ai monitors the process of solving the query and then this new process is also added within the system so that next time a similar kind of problem can be solved easily without the use of humans.
Venkatesan and Lecinski, (2021) described AI driven marketing tools are software that facilitates automated decisions using various data. This is a process of using AI capabilities such as data driven analysis, data collection, natural language processing as well as machine learning to gain customer insights and provide automate marketing solutions. Companies are using Lexica art which is a powerful AI tools for creating pictures as well as images. This is cutting edge creating tools that connect the power of AI to offer drawings as well as images. This is built on the fusion stable model that ensures impressive outcome and high quality results. Using this tool companies can allow running free their innovation by offering outstanding visuals which can be used for different purpose such as personal projects as well as commercial ventures. In the scenario of digital art, AI marketing tools for image generation is changed the way to generate, interconnect and identify with art. On the other hand, Stone et al, (2020) argued that Lexica tool may elevate legal as well as ethical problems regarding the acknowledgment and possession of AI created art. This tool not always generates precise as well as satisfactory outcomes depending on the model. This also has limited representation and diversity of particular group in image database.
According to the views of Santosh (2020) FullStory refers as a web based AI tool that assist companies to optimize the customer experience. This allows firms to monitor as well as track each activity of customers. This allows clicks to page transitions where everything is indexed robotically. The indexed information is available for the whole teams that can be used to assist constrain business decisions. This allows video replay services that allow visitors do on company’s website. This tool records everything on website which allows tracking customer’s activities. The tool offers digital experience intelligence (DXI) channel that assist firms to solve major challenges client have with its mobile apps and websites. This eradicates pain points for its customers to construct better buying experience and generate more sales. However, Guembe et al, (2022) argued that FullStory does not have survey based and feedback features which is a major drawback for the company to evaluate results.
Huang et al, (2021) ascertained the fact that another tool which the company can use if chatfuel that allows businesses to let chatbots communicate with customers, management their issues as well as support product specific sales automatically. This chatfuel is the leading chatbot platform that facilitates company to offer artificial intelligence chatbots on their social media channel as well as website. This tool helps company to make better decisions by offering suitable data and recognize patterns that human workforce cannot able to see. The company by analyzing customer data and preference can understand their needs and demands. This also facilitates company to offer better services and products to solve their challenges. However, García-Peñalvo and Vázquez-Ingelmo, (2023) argued that chatfuel is trained on misleading and inaccurate information can spread that incorrect information to anyone that interacts with it. This also stores huge amount of data and private information of consumers that can be susceptible to exploitation or hacking.
Ng et al, (2022) ascertained the fact that Albert is a useful AI tool to create advertisements that optimize programs presentation, customers, from keywords, platform and machine selection to generate optimization across various social media channels. This is a first ever AI platform that connects into a digital advertiser existing paid search and programmatic accounts. Albert connects with artificial intelligence to handle all elements of paid digital programs within and across various platforms. This tool helps companies to create machine plush human digital advertisement team where AI handles enormous multivariate tests and recurring data dynamic modification against targets. This tool produces exponentially enhanced results that either human or machine can offer. AI content tools can enhance efficiency as well as productivity by atomizing the procedure of content creation. This analyze allows firms to produce a substantial volume of content in short period of time. On the critical note, Lahoud et al, (2022) said that the major drawback of using Albert is the lack of originality as this tool use pre-existing algorithms and data to generate content that this very repetitive as well as lack creativity. This can make content appear uninteresting and robotic that can harm its effectiveness within engaging a customers to make purchase. This also limits context understanding as this tool is capable of generating high quality content that reduce the ability of fully understand the situation of the portion of writing. This may also able to take into consideration the particular customers for whom the content is generated like their need and preferences.
Vranckx et al, (2020) ascertained the fact that another significant tool is Userbot which is an AI powered customer experience tool. This tool helps in automate conversation among customers and companies which provides customer services, marketing team and sales. This software uses natural language learning to handle as well as solve communication. This train data for company’s AI to counter any queries of consumers. Automation works with simple copy with paste line instructions. Nevertheless, Braun et al, (2020) argued that the major challenge of using Userbot tool is its inability to match human thoughts and creativity. AI lacks the ethical as well as emotional interpretation that come naturally from human as well as makes it difficult for them to create content that connects with customers on personal level. On the other hand, AI tools can create high quality content that is both engaging and informative but this often lacks the human ideas. These tools cannot think out of the box which results in repetitive and monotonous data. This drawback can makes it challenging for the companies that depends on content marketing to associate with customers as well as to gain competitive advantages.
Kaushik and Raj, (2020) stated that Influencity is an AI marketing tool that is an influencer marketing channels that promotes partnership and collaborations. This builds a strong influencer relationship management (IRM) technique with access to all-inclusive profile statistics on the direct that appraise many significant content creators leading social media. This tool is rapidly becoming an essential resource for enhancing program efficiency, force engagement as well as achieve measurable outcome. AI tools posses the capability to shift through huge amount of data, evaluating influencer profiles, social media metrics as well as buyer demographics to be familiar with. Influencity helps in forming personalized campaign plan, recommending to most appropriate influencers on the basis of campaign goals as well as audience preferences. This allows companies to select the most experienced content format as well as optimize agenda to raise commitment through prime customers’ times. This extrapolative analysis provides companies to make informed decisions that drive enhanced campaign results. These AI tools not only transform influencer detection but also play vital role in intensification as well as content creation. On the critical note, Chassagnon et al, (2021) argued that influencer communication marketing can only be done through email integration with IRM tool. This tool is based on large datasets that can lead to arrangement off content that is particular for comparable existing content. This can outcome in a lack of creativity as well as innovation within the content generate by artificial intelligence.
Vyas, (2023) defined another significant tool Brand24 is a media tracking tool with strong analytics. This monitors the breath as well as length of the internet in search for the keywords offered. It has a real time tracking feature that offers update insight of social media mentions as well as discussions. This also precisely estimates the sentiments behind mentions, supporting customers to understand the normally tone of discussion related to their brand. Artificial intelligence sentiment analysis assists company to protect their brand image and reputation as well as improve customer service. Brand24 also helps companies to improve customer services and analyze marketing insights. This provides companies with an easy to use as well as cost friendly initiative to monitor and engage particular online communication. This tool is most suitable for measuring the effectiveness of marketing sales as well as campaigns. Nevertheless, Sánchez-Prieto et al, (2020) argued that this tool does not have any scheduling, publishing and comment management characteristic. Many customers have also experienced data inaccuracy and spam results that can have negative effect on brand image of companies.
2.4. Theme 3: Impact of using AI-driven tools on the decision-making of consumers
Chadha et al, (2022) identified in their study that AI plays a crucial role in data driven decision making that offers enhanced accuracy. These marketing AI tools uses advance algorithms as well as data analytics to offer accurate and deep insight repeatable. This also reduces the likelihood of human bias and error. Influencity processes huge amount of data at fast speed, allows quick analysis as well as generate insight in real time. Influencer marketing with using AI streamlines tasks including campaign planning, content creation and influencer discovery. This integration streamline operations also offers access to valuable insight of data. This data driven strategy make sure that all decisions are on the basis of objective evidence lead to effective programs. This directs with more faster and more successful decision making process particularly when company is able to incorporate automation within many components of the procedure. Artificial intelligence is also very time consuming and freeing up precious human resources to focus on more complex along with tactical aspects. Regularly reviewing influential AI marketing tool recognize areas for modification and improve strategy accordingly. This regular tracking makes sure those programs remains relevant as well as connects with changing market trends and customers preferences. On the other hand, Ghorbani, (2023) defined that influencer AI marketing heavily relies on reliable and high quality data for decision making. This limits in handling with incorrect, incomplete and biased data that leads to flawed insights and false results.
Esmaeilzadeh, (2020) described Brand24 can analyze as well as assess a range of risk factors support in successful mitigation strategies. This also leverages huge volume of data to expose trends, patterns and correlations that may go overlooked by individual. Brand24 assist in making online communication happening throughout a range of social media channels. This analysis company’s social media reach as well as offer practical components like influencer score, presence score and PDF reports. This tool makes competitive tracking, online reputation as well as media monitoring every easy. This helps companies to gain quick entrance and visibility to mention brand on diverse channels such as Instagram, Facebooks, Twitter and podcasts. On the basis of mentions Brand24 calculates social media channels reach, share voice as well as monitor hashtag performance. On the critical note, Sánchez-Prieto et al, (2020) said that these tools are limited by availability to data that directs the connection among the richness as well as ability of an AI application. As these tools collect and analyze large amount of customer data that leads to raise security and data privacy concerns. Companies should take extra precautions to safeguard the consumer data that has been collected to avoid data breaches. AI tools sometimes produces biased and inaccurate predictions that can lead to unfair target advertisements. These tools lack human creativity because of automated tasks.
In addition to this Modgil et al, (2021) stated that be compliance with the artificial intelligence create the major impact over the cost of the company as well. It is particularly because of the reason that the use of artificial intelligence is very costly and when it is implemented into the business then automatically the overall cost of the company increases. Thus, it creates a negative impact over the performance of the company as the cost is increased. In case the related profit is not improved then company might face loss and ultimately it will be impacting the overall competitors of the company. Hence, it is necessary for the business that they must effectively try to manage the cost so that the overall working cost of the company can be reduced. Furthermore, when the new technology is implemented then automatically the cost of training also increases. It is particularly because of the reason that when any new technology is implemented then automatically it requires training to be provided to the employees. In case proper training will not be provided then the company will not be able to effectively use the new technology and it will be affecting the overall cost of the company as well. So these are the major negative impact which are created when the use of artificial intelligence is implemented into practice.
2.5 Conclusion
In conclusion, AI driven tools allows companies to connect within its customers within more personalized manner. This also allows companies to offer product suggestions and better shopping experiences to its clients that can result in high level of customer satisfaction and raises customer loyalty towards brand. Companies can also use interactive content using AI such as surveys and quizzes to connect with customers and advance their experience. These tools can be used to collect customer reviews and feedbacks and help company to improve their performance in future. Brands can also use AI powered fraud detection to avoid fraud within transactions that helps to protect customers and company. Companies can also use natural language processing tools this allows them to generate content to connect with clients through diverse channels.
The research methodology includes a systematic plan which is used to solve the research problem and try to attain the objectives of the study. For the success of the study, it is the responsibility of the researcher they follow and select the appropriate research methods so that objectives can be attained. The present chapter will include an evaluation of the different types of methods and the selection of the appropriate method so that the overall objectives of the study can be attained well. When the methods of the research will not be appropriate then it will affect the overall working capability of the research. Hence, the appropriate selection of the research methods is essential for making the study successful.
3.2 Research Type
The research type is defined as the way through which the whole study is accomplished. For conducting the study, the process of the different methods needs to be selected. There are two types of research methods which can be implemented that is qualitative and quantitative research type. The qualitative type of research is the one which focuses on implementing undertaking the use of non numeric data relating to the topic of the research. On the other hand, quantitative type of research includes the use of undertaking numeric facts and figures and information relating to the research topic (Akbarovna, 2023). In order to evaluate the use of AI driven tools for marketing the use of qualitative research is used. The qualitative research is used by the researcher to accomplish the objectives of the current study. The qualitative study is implemented because it will help the researcher in developing good theoretical and deeper insight within the research topic. Along with this it will assist in developing all detailed knowledge effectively. In addition to this the reason for selecting the qualitative research is that it assists in identifying the complex phenomena and tries to eliminate the complexity and attain the objectives easily. It is particularly because of the reason that it includes only the data which can be expressed in non numeric format. Thus, the compliance with the qualitative study will assist the researcher in analysing the role of AI driven marketing Technology over the customer decision making. This is because of the reason that when the appropriate type of the research will be used by the researcher then automatically the objectives of the study will be accomplished in appropriate manner.
3.3 Research Approach
The approach of the research is defined as the way through which any kind of research method is selected for accomplishing the objectives of the study. For the success of the research it is necessary that appropriate approach is selected. There are two different kinds of approaches which includes Inductive and deductive. The inductive is the one which relates to framing of aim and objectives of the study. On the other side the deductive approach is the one which focuses on the framing of hypothesis relating to the topic of the research. For evaluating the use of different AI driven marketing tools over the customer decision making the use of inductive approach is being made (Hendren and et.al, 2023). It is particularly selected because it provides the basis for completing the study by the aim and objectives. These aim and objectives are helpful to the researcher in attaining it by making proper Strategies for accomplishment of the objective of the study. Moreover another reason for selecting the inductive approach is that it is based on the information which is already present. Thus, it is very necessary for the researcher to evaluate the research objective and questions so that the topic of interest can be evaluated easily and effectively. The selection of the present research approach of inductive is beneficial because it will be focusing on attaining the objecties only. When the objectives will be planned properly then it will be resulting in successful completion of the study and ultimately the objectives of the project will be attained easily and effectively.
3.4 Research Philosophy
The philosophy of the research is being defined as the beliefs and the values which are used for the selection of the particular research method. There are different kinds of methods for completion of research. Thus, it is very necessary that the researcher appropriately select the method of research so that the objectives can be attained easily. There are two different kinds of philosophies which the researcher can use to evaluate the research topic and it includes interpretervism and positivism. The interpretervism is a type of philosophy which focuses on observations and then supporting it with the secondary study. On the other hand the positivism is a philosophy which is totally dependent over the factual information. For evaluation of the research topic relating to the impact of AI driven marketing tools over the consumer decision making the use of interpretivism is made (Vaughn and Jacquez, 2020). The interpretervision philosophy is the one which focuses on making observations and trying to relate with the topic of the study. Thus, it will provide the appropriate data for the successful completion of the study and as a result of this the overall objectives of the study will be attained well. In addition to this another reason for the selecting the interpretivism philosophy is that to when the researcher wants to evaluate the concept beyond the data then the use of interpretivism will be helpful. It is particularly because of the reason that this kind of philosophy includes the effective focus on existing data for proving the objectives correct. This will help the researcher in improving the study well and attaining the objectives effectively.
3.5 Data Collection
For the success of the research it is very necessary that the appropriate data is used. In case the data collected is not appropriate then the research objects will not be attained. Thus, it is the responsibility of the researcher that they effectively use the appropriate collection sources so that the overall objective can be attained. For collecting the data there are two different sources that is primary and the secondary data. The primary source of data is the one which includes using the first hand information relating to the research topic. Here the data is collected directly from the research participants and is being used in the current study for the first time. On the other hand the secondary data source is the one which includes the collecting the data from the already existing sources (Köhler, Smith and Bhakoo, 2022). The sources include the different kind of books, journals, articles and other government published websites and sources through which various data can be collected.
For the evaluation of the impact of AI driven marketing technologies over the customer decision-making the use of secondary sources of data will be used. It is particularly because of the reason that the secondary data will be providing effective data for the evaluation of the research topic. The secondary sources to be included for the data collection includes different books, articles, journals, will be undertaken. The use of secondary data will be providing better and effective data which will assist in attainment of the objectives easily.
3.7 Data Analysis
For the successful working of the research it is very necessary that the appropriate data is analysed. For the attainment of the objectives it is very necessary that the data is analysed effectively. In order to attain the objective it is very necessary that the collected data is analysed efficiently. Thus, for the evaluation of the data there are two different methods which includes using SPSS and thematic analysis. The thematic analysis is the one which includes formulation of themes relating to the objectives and the question as and then evaluating the collected data with help of the aim and objectives (Denny and Weckesser, 2022). The benefit of using the thematic analysis is that it will be providing a better base to researcher as it does not include any of the numeric information and this makes the study more effectives and objectives are easily attained. On the other hand the SPSS is statistical software which includes implementing different statistical tools like a descriptive statistics, inferential statistics, and many other different statistical options. The major benefit of undertaking the use of SPSS is that it is more scientific as it undertakes the use of numeric information and the SPSS tool. This makes the study more accurate as all the facts are used and it assist in attaining the objectives of the research effectively.
In order to evaluate the impact of AI driven marketing technology over the customer decision making the use of thematic analysis is undertaken. The reason for selecting the thematic analysis is that it will help the researcher in evaluating the objectives effectively. Moreover, the use of thematic analysis is the one which will assist the company in evaluating the impact of AI on the marketing strategies of the company. Also, it will be assisting the researcher in making the in-depth knowledge relating to the various AI strategies used by the company and what impact is it creating on the decision-making of the consumers. Moreover, the various impacts will also be analysed by the help of the thematic analysis and will be assisting the researcher in accomplishing the objectives of the study.
3.8 Research Limitation
While conducting the research there are many different types of the limitation which the researcher faces while conducting the study. For making the study successful it is necessary that the appropriate study is conducted so that the objectives can be managed in proper and effective manner. Along with this, the most common research limitation which the researcher faces is the limited time. This was the major limitation that the researcher faces while working. The time provided for the researcher is very less and ultimately it affects the working and successful completion of the study to a great extent. When the time provided for accomplishing the study is less then it will be affecting the overall completion of the study. Thus, it is necessary for the researcher that they must try to complete the study in the limited time provided. Thus, by complying with good time management skills, the researcher was in a position to complete the study on time. Also, the researcher aimed to complete the study before the deadline so that there is some time left in order to recheck the whole study. Many a times there are some mistakes which are left in the study and the completion of the study before the time will definitely help the researcher in rechecking the work easily and effectively.
In addition to this, another common limitation which the researcher faced while conducting the study on impact of AI on the marketing strategies is the limited budget. The budget provided for the completion of the research is very limited. This poses a problem for the researcher to accomplish the objectives in the given budget only. In case the research will not be accomplished appropriately then it will be affecting the overall completion. Moreover, when the limited budget will be allocated appropriately then it will be improving the overall working of the research. The reason underlying the fact is that when with help of the good allocation skill the researcher will allocate the limited budget to every activity of research. Thus, this proper allocation will be assisting the researcher in making and accomplishing the study better so that overall objectives of the research can be accomplished well. Furthermore, when the budget will be appropriately used then it will be improving the overall working efficiency of the research and will be assisting in making the study successful.
3.9 Ethical Consideration
For the successful completion of the research study, it is necessary for the researcher that they must effectively include all the ethical aspects so that the overall working will be managed and objectives can be attained. With regards to the present study, based on the evaluation of impact of AI on the marketing strategies and the decision making of the consumers. With regards to the current primary study, the use of informed written consent is taken from every participant of the research. The reason underlying the fact is that in case of the primary research the consent needs to be taken from the respondents. In case the consent is not taken from the participant then it will be ensuing that the participant is providing permission to use their personal data in the research. It is very necessary for the researcher that they must try to take the informed written consent so that it signifies that the researcher has taken the permission of the participant and then only the data has been used within the study.
Along with this, another ethical consideration which is undertaken by the researcher is that they must intake only the voluntary participation of the respondents. No respondent must be forced to participate in the research process and it must be from the wish of the participant. In case, participant will be forced to provide the information then the research will not be ethical. In addition to this, another ethical consideration is the maintaining the confidentiality of the data. The reason underlying the fact is that when the personal data is used by the researcher then it is necessary for the researcher that they maintain the confidentiality of the data so that the personal information cannot be misused. Moreover, when the data will not be kept confidential then there are chance of data breach and it can affect the working of the research. Furthermore, another ethical aspect to consider is to effectively communicating the results of the research. It is the major responsibility of the researcher that they must try to communicate the results as it is. No modification needs to be made within the data and the results. It is necessary because the results of the research needs to be provided to the intended audience in similar manner.
3.10 Reliability and Validity
For the successful working of the study, it is necessary that the appropriate reliability and validity is ensured while conducting the study. For making the study effective it is necessary for the researcher that they must try to ensure that all the reliable and valid information is being implemented within the study. For ensuring the reliability and validity of the data, it is the prime responsibility of the researcher that they must try to use all the latest data and particularly relating to the research topic only. In case the data used, will be too old then it will not be providing the appropriate data. Hence, it is the responsibility of the researcher that they must use data after 2019 only. The data before, 2019 must not be used within the study and as a result of this the current study will be more effective and efficient. The reason for using the latest data is that it provide all the latest information relating to the research topic. In case the too old data will be used then it will not be appropriate in the present working environment. Thus, the selection of the data is very necessary for making the study more reliable and valid.
In addition to this, for managing the reliability and validity, the keyword searching is also implemented. Within the keyword searching the research is undertaken by using the only keywords. When the research is implemented in accordance to the keyword then more specific information will be used. In the present study, the keywords includes AI, marketing strategies, impact, decision making and many other different types of the keywords can be used in order to effectively gather the data relating to the research topic. Furthermore, another crucial reliability and validity factor which the researcher keeps in mind while conducting the present study is that proper references have been provided to the work being used in the current study. While doing the study, there are different types of the work of other authors is included in the study. Thus, the appropriate references and citations is being provided wherever the work of other authors is included within the study. Hence, for the maintenance of the reliability and validity of the data, it is necessary that all the appropriate references and citation are provided within the study so that the overall aim and objectives of the study can be met easily.
3.11 Conclusion
In the end, it is concluded that the effective decisions need to be taken relating to the research methods being selected for the present study. It is necessary because when the methods of the research will be clearly define then it will result in successful accomplishment of the objectives of the study. Thus, the above chapter inferred that the use of qualitative study is beneficial for the successful attainment of the research topic. Moreover, it inferred that the use of 30 sample is appropriate and collecting data from both primary and secondary sources will be beneficial. Along with this, the evaluation of the collected data with help of thematic analysis is beneficial because it will assist the researcher in developing the theoretical knowledge relating to the research topic and will be beneficial in attaining the overall objectives of the study.
Chapter 4: Data Analysis And Findings
Concept of AI driven marketing tools
In the views of Dora et al, (2022) of artificial intelligence is currently trending and it is necessary for the people to have proper knowledge of it. In case the people will not be having proper knowledge then it will be affecting the overall efficiency of the business. Hence, it is necessary for the business that they must effectively share knowledge relating to the various AI driven tools so that the overall working ability of the employees can be improved. For the success of the company it is necessary that the effective marketing strategies are used. The effective use of Artificial Intelligence and their related Technology will help the company in enhancing the marketing strategies and as a result of this the overall working efficiency of the business will improve. Hence, it is very necessary for the company that the effectively follow these AI driven Tools and techniques for effective marketing of the business. In case these techniques will not be utilised then marketing strategy will not be improved. In support of this Esmaeilzadeh, (2020) confronted that the use of artificial intelligence will be providing various benefits to the company. It includes engaging the customers with the company and improving the sales of the business in a good and effective manner.
There are many times situation wherein the use of artificial intelligence is very beneficial. It is particularly necessary for the company that they effectively follow the AI driven marketing tools and techniques. The reason underlying the fact is that when the technology driven working is implemented then it provides a better base for development. The use of technology reduces the human error and as a result of this the working is up to mark. Also the use of Technology assist the company in taking informed and better decisions and this helps the company in improving the overall efficiency of the business. In support of this Sjödin et al, (2021) stated that when the use of effective Artificial Intelligence and other related marketing technology is implemented then automatically it improves the working efficiency and the interest of the employees also increases. The reason behind the fact is that when the company will be using all the latest technology for marketing then it will help the employees to improve their working capability as well.
With evaluation of the above finding it is evident that the awareness need to be present among the people relating to the use of AI driven marketing tools. It is particularly necessary by cause in the current competitive environment the use of technology is trending and in case the latest technology will not be used by the companies send the competitive position will decline. Hence it is very necessary for the company that the effectively comply with the AI driven Technology so that the overall working can be improve. In the views of Malali and Gopalakrishnan, (2020) when the company is having proper knowledge of the AI driven technology is then it can be implemented in Much Better manners up does it is very necessary for the companies that they must effectively tried to increase the knowledge of the employees relating to the various AI related Tools and techniques so that the overall working can be improved. For the more when the employees will be having the proper knowledge of these Technology then it will be assistive to the company improving his overall position. Thus, it is necessary for the business that they must effectively try to enhance the overall knowledge relating to the various AI travel marketing tools.
With the further findings it was clear that the company is complying with the various types of AI driven marketing tools. It is very necessary for the business is that they must effectively comply with the different AI driven marketing tools and techniques. The reason underlying the fact is that when the appropriate technology is used then automatically it enhances the overall working of the company. Thus, when the company will be using the AI driven marketing techniques then it will foster the working efficiency of the business and ultimately it will improve the profitability of the business. With regards to Morrison it is very necessary that they implement the use of AI driven tools and algorithm which affects the marketing decision making of the consumer. The reason underlying the fact is that the decision making of the consumer is a process within which different stimulation takes place. While deciding for a product the customer is many a time confused and as a result of these different stimulations is assistive in motivating them. With regards to the decision of buying the product the marketing of the product is the major stimulator. In case the marketing of the goods and services is effective than automatically it results in increasing sales as the consumer will be attracted towards the product and services of the business. Hence, it is very necessary for Morrison that they must effectively comply with the AI driven tools and algorithm so that the company can try to influence the marketing decision of the consumers.
Moreover the decision making process includes long time and as a result of this the different marketing strategies based on artificial Intelligence can be implemented to stimulate the requirement of the customer and motivating them to buy the product. In improving the sales and the profitability of the business will also enhance. Furthermore the effective views of AI driven marketing tools and techniques create a positive impact over the working of the company. In support of this Oosthuizen et al, (2021) states that when the company is complying with all the latest trends then automatically it will be motivating the consumers to buy the product. The reason behind the fact is that when the latest technologies and other Trends will be used by the business then automatically it will attract the interest of the consumers. The consumers will be highly motivated to buy the product and services of Morrison and as a result of this the sales of the company will enhance.
Various AI tools used by the company
In the current competitive environment, compliance with the latest technology is very essential for the success of the business. In case all the latest technology will not be implemented by the business then it will be affecting the overall working capability of employees and company. With regards to the retail sector there are many different kind of artificial intelligence technology which is being implemented for the effective marketing of product and services of the company. It is very necessary for the success of the business that effectively implements the latest technology. In case the latest technology will not be used by the business then it will be affecting the overall efficiency. Moreover, the competition within the industry is very high and it is very crucial for the company that they effectively use the technology so that the product and services are improved. When the product and services will be good and efficient than it will attract the majority of the customers. Furthermore, when the latest technology will be used by the company then it will be attracting more of the customer towards the company. Thus, it will assist Morrison in improving the competitiveness of the product and services provided by the business. The most common type of artificial intelligence technology used by Morrison includes blue yonder. This is a type of Technology which relates to the AI powered solution relating to predicting the customer demand and the appropriate level of stock at which the reorder needs to be placed. This is a good technology which assists Morrison in placing the order as the stock reaches to the reorder point. In addition to this it also assist in reducing and managing the waste and ultimately overall production of the company increases and ultimately it results in increasing the sales and number of customers. When the sales of the company will be improving them automatically the property will also enhance.
In the views of __ it states that complying with the various artificial intelligence tools and techniques is helpful in stimulating the decision of the customer. This is particularly because of the reason that the use of artificial intelligence makes the working more efficient. In case company will be implementing the latest artificial intelligence Technology then it will provide a base to the company to develop their product and services. For instance when the effective stock replenishing software is used by the company then there will be no waiting time for the customers and customer will be provided with their requirement on time. Moreover using the different artificial Technology assist the company in enhancing and managing the strategies of the business. When all the strategies of the business will be effective and appropriate then automatically it will result in attracting the interest of the customer. When all the product and services will be made available timely then it will be acting as strength of the company and most of the customer will be attracted towards it. In addition to this __ argues that when the appropriate technology will be used and it will direct and stimulate the customers in getting attracted towards the working of the company and its services. Furthermore, it is also crucial for the business that they effectively comply with the latest technology and will be helping the business in improving the overall working capability. When the latest technology relating to AI will be used by the businesses then it will be improving the overall working capability of the business. in case the overall implementation of the AI will not be effective then it will be affecting the performance of the company to a great extent. The working capability of the business will be affected as it will be affecting the efficiency of the business. Moreover, the consumer will also be not attracted towards buying the product and services of the company.
With the further findings it is clear that there are many different kind of AI driven technologies which are used by the company. When the company undertakes the use of variety of AI driven Technology then it helps them in motivating and improving the performance of the company. The different marketing technology is implemented by Morrison includes chatfuel, Albert.AI, full story, lexica art and many other different kind of AI driven marketing strategies. All these strategies are very helpful to the business in enhancing the overall performance of the company. When these strategies are implemented then the marketing initiatives of the company becomes much easier and as a result of this the overall working capability of the business is enhanced. Furthermore, these technologies guide the company in developing better strategies for stimulating the customers to buy the product and services. Thus, ultimately it will be enhancing the overall capability of the business and will be assisting them in enhancing the overall efficiency of the business. Furthermore, when the different AI techniques are used by the business then it guides them to make better strategies and as a result of this it provides a competitive advantage over the other competitors. With the use of AI, Morrison is able to attract more of the customers and plan a better marketing strategy. As compared to the human working the use of technology is much beneficial and it provides better scientific approach towards the working. Hence, as a result of this the overall efficiency of the business will improve and the profitability of the company will also enhance. When the marketing strategies are designed with help of the technology then it improves the overall working capability of the business.
There is number of combination of different AI driven technologies like chartfuel, fullstory, albert.ai, lexica art and many other different types of AI technologies which company uses. The compliance with all these different technology is beneficial for the company in improving the working capability of the business. In support of this Rana et al, (2022) states that when the effective use of AI driven technology is implemented then it provides a wide variety of benefits to the company. Moreover the consumers are more engaged with the company and the product and services provided by the business. Hence, it is beneficial for the business to implement the use of AI driven marketing strategies. It is particularly necessary because when the appropriate use of technology is implemented then it will be improving the overall working capability of the business. It is due to the reason that when marketing will be good then automatically the more consumers will be attracted towards the company and ultimately sales and profitability of the business will improve. Thus, it is necessary for the company to effectively comply with the different artificial intelligence technologies so that the overall working of the business can be improved.
In addition to this there are many different kind of other AI Technology as well which assist in effective marketing of the product and services. Morrison complies with many different kind of AI driven technology and algorithms in order to market the product and services of the business. In case the appropriate use of AI technology is implemented then automatically it improves the working capability of the business. Thus, as a result of this the overall working capability will be improved. This is particularly because of the reason that the use of Artificial Intelligence and the related Technology guide the person in making the product and services effective. Moreover after making the product and services, the AI Technology also assist in effective promotion of the goods and services. It is particularly because of the reason that when the appropriate marketing technology will be used then it will be covering large number of customers. Hence, it will motivate them to buy the product or services of the business. It will stimulate the consumers in buying the product and services of the company and as a result of this the overall sales of the business will improve. When the sales of the company will increase then automatically it will increase the profitability of the business to a great extent. Further it will result in increasing the competitiveness of the company in the highly competitive market.
With the help of the artificial intelligence Morrison also try to record the data of the customers, the web search made by the customers and the product searched frequently can be tracked and recorded and it will for the help in deciding the Strategies for marketing. With help of this data, the company can easily evaluate its requirement that what the customer needs. Thus, ultimately the sales of the business will be improved and the profitability as well. Moreover when the appropriated tracking of the customers search engine history and other websites searched then it will help the business in improving the overall capability of the business. Moreover it will also assist the companies in enhancing their sales and the market value. When the appropriate use of artificial intelligence and related technology will be implemented then it will help the customer in deciding easily that whether they have to buy the product or not. The decision making process of the customer will increase and they will be in a position to take fast decisions. In case the appropriate decision will not be taken then the sales of the business will be impacted. Hence, it is mandatory for Morrison to effectively comply with the appropriate artificial intelligence technology. In case the effective technology will be used than it will be helping the consumer to decide whether to buy the product or not. On the other hand in case the marketing and promotion will not be good and effective than consumer will be confused relating to the decision whether they should buy the product or not.
Impact of these tools on decision making of consumers
Further with the findings it was also evident that there is various kinds of benefits which the company enjoys while working with the AI driven technologies. With regards to Morrison, there are many different kind of benefits are the positive impact that is created by the use of AI driven Technology over the working of the company. This positive impact includes increasing the number of consumers and also enhancing the competitiveness within the industry. Moreover it also includes undertaking the use of large data in order to making marketing strategies for attracting the consumers. Thus, the use of AI driven marketing technologies creates a lot of positive impact over the performance of the company. In support of this Jaiswal, Arun and Varma, (2022) stated that when the appropriate AI driven technologies are used than automatically it enhances the overall performance of the company. Also it provides a base to the company for improving their position within the highly competitive market. Furthermore, the use of AI driven marketing technologies help the company in enhancing there on sales and the profitability of the business. In support of this Mannuru et al, (2023) stated that the compliance with the appropriate artificial intelligence technique is very important and crucial for the success of the business. In case these AI driven Technology will not be implemented into the business then it will not be providing a better base to the company to grow and developed. Hence, it is very necessary for the business to effectively enjoy the benefits of the implementation of artificial intelligence. When the artificial intelligence will be used appropriately then automatically different benefits will be enjoyed by the company while of rating in the highly competitive environment.
Moreover the findings also evaluated that with the various benefits there are also some negative impact which the AI Technology create over the business. The above finding stated that increasing the cost of the company is the most common negative impact that is created while using the AI driven marketing techniques. Hence, it is very necessary for the company that they effectively monitor the implementation of AI Technology so that the overall working of the company can be managed. In case the working capability of the company is not good then it will be creating a negative impact over the working efficiency of the business. Moreover the use of technology is very costly and as a result of this the overall performance of the company is impacted. Moreover implementing the technology within the environment or the business is very costly. When the Morrison is planning to implement the different AI driven marketing Technology then automatically it will be enhancing the overall cost of the company. Thus, it is very necessary for the company to effectively manage the cost while implementing all the new and latest technology. In support of this Cao et al, (2021) stated that when the implementation of artificial intelligence is done in proper manner than it will help the company in improving the overall efficiency of the business. When the marketing strategies will be planned according to the use of AI tools then it will be helping the company in getting a competitive advantage over others. The reason beneath the fact is that when the proper artificial intelligence strategies are used than automatically it will enhance the popularity of the company among the consumers. Ultimately it will result in increasing the sales of the business and the competitive advantage as well.
In support of this, Pournader et al, (2021) stated that when the technology is implemented then it is necessary for the business that they effectively comply with all these technology. In case there will be any of the discrepancy then it will be negatively impacting the overall working of the business. Thus, it is necessary for the companies that they must effectively ensure that the overall working is improved so that the use of AI can be implemented in effective manner. As the AI is the latest technology and there are always some of the issues with the technology and as a result of this it can create negative impact over the working efficiency of the company and the employees as well. Moreover the training cost also increases for the company as they have to train the employees that how they have to use the latest technology. Ultimately it will increase the overall cost of the company and as a result of this the working capability of the business will reduce. Furthermore another major negative impact that is created over the performance of the company is the resistance from the employees. Many a time when the new technology is implemented then employee is not happily accepting the new technology. Thus, during this time the company faces the problem of resistance from the employees as the employee is not happy in adapting to the latest technology. In support of this Modgil et al, (2021) stated that there are many different kind of issues while implementing the latest Technology. But then also it is very necessary for the company to implement the latest AI driven Technology so that the overall objectives of the business can be attained well.
When the technology is used by the company then automatically it increases the overall efficiency of the business. Thus, as a result of this the business capability is enhanced and the company is able to meet all their objectives. Furthermore, it is also very necessary for the company that they must effectively try to reduce the cost of the company so that the overall profitability can be managed. When the expenses other than the technology will be reduced then company will be in position to maintain the profitability of the business. Hence, it is necessary for the company that the effectively comply with the AI driven technologies. It is particularly because of the reason that it guides the consumer in taking the appropriate decision and stimulates them to buy the product and services of the company. In the views of Burström et al, (2021) states that when the AI technology is implemented then it increases the overall cost of the company. The reason underneath the fact is that when the implementation of the technology is a very costly task and ultimately it increases the overall cost of the company. Furthermore, when the new technology is implemented, then automatically the training cost of the company also increases and it is another negative impact which is created on the performance of the company. Hence, it is necessary for the company that they must ensure that appropriate training is provided to the employees so that the compliance with the technology can be undertaken. Along with this another negative impact which the company can face is the resistance from the employees. When the company implement any kind of the new technology then it will be affecting the employees and their interest within the company. Thus, they might resist accepting the changes and the implementation of the new technology.
Use of AI impacting the decision making of consumers
When the different technologies are used by the businesses, then it create impact over the consumer and the decisions as well. The reason underlying the fact is that when the company operating then there are much different kind of strategies and technologies which they use. Hence, it is very necessary for the company that they effectively use the technology so that the overall working can be improved. This is particularly because of the reason that when the strategies used will not be good and effective than the customers will not be interested in buying the product and services of the company. Hence, as a result of this overall working efficiency will be affected of the business. Furthermore, when the appropriate strategy will be used then automatically it will increase the interest of the consumer and they will buy the product more. The activities and strategies of the business creates a major impact over the performance of the consumer and their decision making power. In case the goods and services are prepared appropriately by complying with all the ethical and moral values then automatically it will divert the mind of customer and will purchase the product and services. On the other hand, in case the working pattern of the company will not be good and it will include unethical practices then automatically the consumer will not be purchasing the product and services of the company. Hence, it is mandatory for the company to ensure that they comply with all the latest technology and use it morally. In case it will not be used ethically then it will be impacting the overall working capability of the business. Also the decision making process of the consumer will be negatively affected and they will not be buying the product and services of the company.
In support of this, Dwivedi et al, (2021) stated that when the company is complying with the effective AI driven technology for the marketing then it will be resulting in improving the consumer engagement and will be attracting the consumer to buy the product and services of the business. This is particularly because of the reason that the use of AI is very innovative and it attracts the consumers towards buying the products or the services of the company. Thus, for the company to be successful it is necessary that the overall working of the company is improved and they comply with the AI and all the other related technology. The reason underlying the fact is that when the appropriate use of the AI is implemented by the business then it will be assisting the company in attracting the consumers in better and effective manner. In case the use of AI will not be made in attractive manner then it will be affecting the overall decision making process of the consumers. Also, when the company is undertaking the use of the effective AI strategies then it will be assisting the company in attracting majority of the consumers. Thus, it will ultimately increase the interest of consumers towards the company and will buy the product and services of the company in large number. In support of this Budhwar et al, (2022) stated that when the appropriate use of the AI will be implemented into the business then it will be enhancing the overall development of the business. More of the consumers will be attracted towards the working of the company. Thus, when the effective AI technologies will be complied by the company then automatically it will be enhancing the overall working capability of the business and more of the consumers will be attracted towards the company.
In the end it is evident from the findings that the use of artificial intelligence creates an impact over the consumer decision making process to a great extent. The reason underlying the fact is that when the use of artificial intelligence is made then it stimulates the customer and their views relating to the product or the service. Thus, it is very necessary for the company that they must effectively use the artificial intelligence. When the artificial intelligence will be appropriately used then automatically it will be enhancing the consumers buying behaviour. The decision making process of the consumer will be diverted towards buying the product rather than ignoring the product. Hence, it is very necessary for the businesses to effectively comply with the various AI driven tools and algorithm for making the marketing strategies. These marketing strategies will definitely create a huge impact over the performance of the company and the consumers will be attracted towards the goods and the services provided by the business. In the present case of Morrison as well they must focus on effective compliance with the use of artificial intelligence. The reason behind the fact is that it will help the business in expanding the customer base and ultimately sales of the business will increase. In support of this Esmaeilzadeh, (2020) stated that when the appropriate compliance with the artificial intelligence is implemented then it automatically enhances the profitability of the business. Moreover when large number of customers is attracted towards the company then automatically it increases the competitiveness of the business. Thus, it is very necessary for the company that they must effectively try to improve the effective use of AI driven marketing tools and algorithms. Also it will assist Morrison in evaluating the performance of the competitors as well and try to improve their marketing position so that they can face the intense competition easily and effectively.
Chater 5: Conclusion And Recommandation
Conclusion
In the end, it is concluded that complying with the artificial intelligence is very necessary for the success of the company. The reason outlined included the fact that using the latest technology helps the company in improving the overall efficiency of the business. Thus, the overall good technology will be used by the business then it will be enhancing the overall performance of the company. With regards to the marketing it is very necessary that AI technology is implemented. The reason behind the fact is that already competition is intense and when the company will not be focusing on effective marketing then the consumers will not be attracted towards the product and services of the company. It was highlighted from the above study that using the artificial intelligence within the marketing strategy is very necessary. The first chapter of the study outlined the fact that setting up of aim and objective is very crucial for the success of the dissertation. The success of the whole study is dependent totally over the aim and objectives being set. In case these objectives are clear then it will provide a better direction to the researcher in accomplishing the objectives easily and effectively.
The above chapter provided the aim of analysing the impact of AI driven tools and algorithms for making the different marketing strategies and how it influences the consumer’s decision making process. Moreover, it also outlined that for selecting the current research topic that it is latest and trending within the competitive environment. Moreover after that the literature review section highlighted that complying with the various AI driven tools and algorithm is very necessary for the successful marketing strategies. The reason behind the fact is that the currently the use of AI related Technology is trending and in case it will not be used for the companies then it will not be providing a better working environment for the companies. Further it highlighted that artificial intelligence include computer working as a human mind and it works in the similar way or human being. Thus, the use of AI assists the human in reducing their error and improving the working capability.
After that the research methodology section concluded that using the qualitative thematic analysis is very helpful for the success of the research. The reason behind the fact is that the research topic was qualitative and collecting the qualitative information relating to the research topic was helpful in proving the aim correct. Furthermore, it was evaluated that the sample of 30 is sufficient as the appropriate data was collected using the random sampling method. Further the data analysis section highlighted that majority of the respondents were having the proper knowledge and awareness related to the concept of AI. This was particularly because of the reason that in the modern competitive environment for the employees to be updated for working within the highly competitive business environment.
Moreover it was also evaluated that Morrison is complying with different kind of AI driving Technology like fullstory, chatfuel, Albert.AI and many other different kind of driven Technology. Thus, the use of all these AI driven technology is much beneficial for Morrison because it will improve the overall efficiency of the business. Along with this when the marketing strategies will be appropriate then automatically it will enhance the overall performance of the company and mode of the customers will be attracted towards the company and their product and services.
Recommendations
With the overall evaluation it is evident that complying with the artificial intelligence is very necessary for the success of the company. When Morrison will comply with all the latest technology than it will be assisting to the company in attracting majority of the customers. But then also there are some of the recommendations to the company which will be helpful for them to enhance the use of AI driven tools and algorithms within the marketing strategy of the company. These recommendations are follows-
The first recommendation to Morrison is that they must effectively invest within the research and development. The reason underlying the fact is that the technology keeps on changing very frequently. Hence it is very necessary for the companies that they must effectively try to research all the changes which are taking place within the external environment (Sjödin et al, 2021). Effective research and development will continuously monitor these changes and all the relevant changes will be implemented into practice. Thus, for Morrison it is very necessary that the appropriate changes are implemented into the business. so that the technology can be improved and as a result of this overall working is improved.
Along with this it is suggested to Morrison that they must continuously take feedback from the customers. The reason underlying the fact is that when appropriate feedback will be taken from the customers then it will help the company in analysing that whether the consumers are liking the AI driven Tools and techniques or not. In case there will be some suggestions provided by the consumers then it will be implemented into practice. Also, when the suggestion provided by the consumers will be included into practices then it will be attracting more of the consumers. The reason underlying the fact is that when the suggestions of the consumer will be included then it will be attracting interest of the consumers and will be using the products for longer.
Along with this it is also advisable to Morrison that they must effectively have a good training and development department. The reason behind the fact is that already there are many different changes within the technology and knowledge of all these changes need to be provided to the employees as well. Thus, it is very necessary that Morrison have a very sound and effective training and development department who will be continuously working in direction of providing appropriate knowledge to the Employees relating to all the latest changes and upgradations taking place within the external environment (Rana et al, 2022). When the employees of the company will be trained with latest trends then it will be helpful to company as they will be working well. When the employees will be working well then automatically the performance of the company will improve and will be resulting in increase in sales and profitability of the company.
Further it is recommended to Morrison that they must effectively evaluate different AI solutions and providers. There are much different kind of companies who are providing the facility of the AI. Hence, it is the responsibility of the company that they must effectively select the most appropriate company. So for this it is advisable to the company that they must focus on cost benefit analysis and compare all the companies and providers of the AI. In case it will be comparing all the companies together and selecting the best appropriate for the company then it will provide better benefits. Thus, Morrison must effectively select the appropriate provider of the AI so that the overall cost can be minimised and the maximum benefits can be availed from the company.
In addition to this it is also suggested to Morrison that they must keep on improving the motivation and the culture of the company. It is necessary because when any kind of Technology is being implemented into the business then employees resist adapting to this Technology. Thus it is very necessary for the company that they must effectively have good motivational Strategies and good culture (Mannuru et al, 2023). The good motivational strategies will help the company in influencing the employees to accept the technological changes and implement it into their practice. In addition to this the good culture will foster the implementation of new changes easily and effectively. Thus, for this it is necessary that financial and non financial motivation schemes must be implemented by Morrison regarding accepting the changes. This will definitely motivate and stimulate the employees to accept all the necessary changes which the company is planning to implement. Also, the cordial culture will definitely help the employees in accepting the change much easily.
Moreover along with this it is very necessary for Morrison to effectively plan for the implementation of the AI strategies. Hence for this it is advisable to Morrison that they must have an effective planning and organising department. The people within the planning and organising team will be continuously working on effectively planning how the artificial intelligence will be implemented into the business. In case the planning is not effective than it will be impacting the overall working efficiency of the business (Pournader et al, 2021). Thus, it is very crucial for the company that they must effectively try to plan all the strategies and steps for implementing the artificial intelligence Technology effectively and efficiently. Moreover when the organising skills of the employees will be good then they will be in a position to organise each and every resources effectively and will be used optimally.
In addition to this it is also recommended to Morrison that they must effectively recruit the employees which are highly qualified. It is necessary because when the employee will be qualified then automatically they will be working efficiently. Thus, as a result of this the overall working of the company will be improved. When the staff of the Morrison will be qualified then they will be continuously working in direction to implement all the recent changes. In case the recent changes will not be applied into the business then the overall working capability will be affected. Thus, it is mandatory for Morrison to have highly qualified staff particularly relating to data science and big data analytics. The reason underlying the fact is that the current working is based on data and its evaluation only. All the decisions are taken based on the evaluation of the data. Hence, in case the employee will not be having appropriate knowledge relating to the data and its evaluation then it will be affecting the overall working capability of the business. It is mandatory for Morrison that they must recruit such kind of people who are highly qualified within the field of data and Data Analytics.
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References
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21 best AI marketing tools to include in your stack in 2024. 2024. Online. Available through: < https://www.marketermilk.com/blog/ai-marketing-tools >
