Role of Artificial Intelligence in Marketing for Entrepreneurs

Abstract

This study examines how specific applications of artificial intelligence in marketing relate to entrepreneurial outcomes in Kerala. Using a cross-sectional survey of owner-managers across regions and sectors, the instrument captured Likert-type composites on overall AI use, AI-driven personalisation, AI-based segmentation and targeting, chatbot practice, marketing performance, and service responsiveness. Data were screened for completeness and polarity alignment, and analyses were conducted in EDUSTAT. Hypotheses were tested with straightforward inferential procedures appropriate for composite scales. The results show a consistent pattern: broader AI use is associated with stronger overall marketing performance; personalisation aligns with higher conversion; segmentation aligns with greater targeting accuracy; and chatbot adoption corresponds to faster responses and higher customer satisfaction. These associations are theoretically coherent with the roles each capability plays in the marketing funnel and practically meaningful for micro and small enterprises. The study offers a concise, state-level evidence base that can guide entrepreneurs toward high-leverage use-cases—prioritising personalisation at the point of decision, disciplined segmentation for qualified enquiries, and well-configured chatbots for responsiveness—supported by basic data hygiene and routine tracking of core metrics. Limitations include the cross-sectional design and reliance on self-reports, suggesting opportunities for longitudinal and objective-metric extensions.