AI Support Marketing: Understanding the Customer Journey towards the Business Development

Abstract

Artificial Intelligence (AI) fundamentally works on the antecedents of business management’s exploration, systematical incorporation of businesses details, and focus on business extension. The main purpose of this study is to know the morals of services related to AI in order to develop the marketing and businesses. This study shows the opinions of marketers to know the value of Artificial Intelligence. We propose the research model so that study can be seen in one frame. Study indicates the observations of marketers regarding AI which is composed of 12 services of marketing, the 4Ps (Product, Price, Place, Promotion), the 4Cs (Consumer, Cost, Convenience, Communication), and the 4Es (Experience, Exchange, Everyplace, Evangelism). Using Cronbach’s alpha to analyze the data collected from 508 samples. We showed the reliability and validity of the data so that it can be used for further analysis. We proposed the hypothesis which showed the relationship of each marketing service with AI for developing the business. Consequently, results indicates that all the services, except Evangelism, have positive relationship with AI. Additionally, study also showed that AI highly works on the business development. And marketing also shows significant effect on Business development. Study also offers some important implications for business development that further research should be done on different services, area and audience.