The Impact of Artificial Intelligence on Operational Efficiency in Marketing Management

Anna M Ngabalin

doi:10.55927/ajabm.v4i2.223

Authors

Anna M Ngabalin Politeknik Perikanan Negeri Tual

DOI:

https://doi.org/10.55927/ajabm.v4i2.223

Keywords:

Artificial Intelligence, Operational Efficiency, Marketing Management, Process Automation, Marketing Personalization

Abstract

This study addresses the critical role of Artificial Intelligence (AI) in enhancing operational efficiency within marketing management, a pressing issue amid rapid digital transformation and increasing market complexity. The research aims to analyze the relationship between AI implementation specifically process automation, marketing personalization, and data analytics and operational efficiency in marketing contexts. Employing a mixed-methods approach, the study collected quantitative data through surveys from 150 marketing professionals and qualitative insights via in-depth interviews with 15 key informants experienced in AI applications. Quantitative data were analyzed using multiple linear regression to determine the impact of AI components on efficiency, while qualitative data underwent thematic analysis to explore contextual experiences and perceptions. Results indicate that AI adoption significantly improves operational efficiency, with process automation contributing the most, followed by personalization and data analytics. Qualitative findings further reveal that AI enables faster decision-making, enhanced customer engagement, and increased team productivity by automating routine tasks and facilitating data-driven strategies. The study concludes that AI serves as a pivotal catalyst for optimizing marketing operations and fostering competitive advantage.

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