Читать книгу Impact of Artificial Intelligence on Organizational Transformation - Группа авторов - Страница 35

The study attempted to unravel how AI disruption is revolutionizing HR and marketing. Our contribution is an exploration of various studies on the role of AI in the various functions of HR and marketing. The study revealed that AI in the field of HR has facilitated quality hiring [17, 30], personalized training [17, 31], ensured transparency in compensation management [17], and performance management [14, 17]. AI is also helping in removing biasness in recruitment and performance appraisal and is assisting the organizations in employee retention. Furthermore, both the candidates and the employees feel engaged. Besides, AI has widely reduced the cost of the organizations with respect to hiring, orientation, onboarding, training, etc.

As regards marketing, AI has transformed the way marketing was done traditionally. AI has facilitated the marketers to satiate the ever-demanding customers and steep rise in competition. These findings suggest that substantial improvement in the prediction of precise trends, customer purchase intention, and consumer behavior has become possible with AI and ML and therefore has improved the ROI for the organizations. The AI has reduced the time and the efforts, which were earlier used to collect the data and analyze the data and further processing [16]. From the consumer’s point of view, AI has offered several advantages as convenient shopping and after-sales service. Further, AI has improved the marketing mix as the development of the new product, automatic recommendations, dynamic pricing, and availability of product/service at any place and at any time (mostly, 24/7), creation of personalized advertisement communication and other personalized promotional offers. The results of this study have provided strong evidence in support of AI and ML can enhance the marketing results. The study “Lessons of 21st-Century Brands Modern Brands & AI Report (17 pp., PDF, free, opt-in)” concluded, “AI enables marketers to increase sales (52%), increase in customer retention (51%), and succeed at new product launches (49%). AI is making solid contributions to improving lead quality, persona development, segmentation, pricing, and service.” Internet marketers can now focus on heavy internet users for the products and services offered on e-commerce sites. The AI and ML should be used in marketing analytics to achieve better ROI [37].