Analyzing The Perception Of Generation X On Artificial Intelligence Being Used As A Marketing Strategy

Abstract

Artificial Intelligence (AI) has become an emerging trend in diverse fields over the past decade:science, business, medicine, automotive, and education. AI's hit marketing, too. It is likely thatboth marketing campaigns and consumer behavior will change dramatically. It is important tounderstand if the product, service and concept based on AI is created and strategized bearing inmind the customer base.The last decade saw a considerable rise in the use of artificial intelligence. AI provides improvements to current marketing strategies, as well as entirely new ways of creating and delivering value to customers. The use of digital technology and marketer collaboration is now made just as much by Generation X as by the millennial. But when creating and selling a company they are not given equal attention as that of the younger generation. The present study deals with analyzing the perception of Generation X on the use of AI which is growing as a marketing strategy.Research gapThe study aims at analyzing the perception of generation X on artificial intelligence being used as a marketing strategy. There is a need to understand how artificial intelligence is being used as a marketing strategy.The researcher has analyzed based on the responses from the population selected based on their usage and awareness of AI based marketing servicesand analyzed the perception of generation X on the use of AI which is growing as a marketing strategy.Methodology The Study was conducted on the responses received from the population selected based on their usage and awareness of AI based marketing services in Bengaluru City. A total of 229 Generation X respondents were selected based on their usage and awareness of AI based marketing services. Using non probabilistic purposive sampling, a structured questionnaire was framed with the necessary variables. Pilot study was conducted for 15 samples to ensure that the purpose of design of the study is related with the research objectives. Structured Questionnaire was framed and collected data was analyzed using SPSS 20.0 and IBM SPSS.Findings The researcher founda significant relationship withfactors that impact the use of AI among generation Xon different variables in marketing strategy