Abstract:
Background: This study investigates the influence of Artificial
Intelligence driven marketing technologies on customer engagement and
business strategies among IT companies in Jaffna.
Objective: The study aims to examine how marketing professionals
perceive, adopt, and utilize specific AI tools such as chatbots, predictive
analytics, and personalized recommendation systems to enhance
marketing decision-making and customer experience.
Methodology: A qualitative research design was employed using
purposive sampling to select 15 participants, including marketing
managers, IT professionals, and clients from five leading local IT firms.
Data were collected through semi-structured interviews guided by a
validated interview protocol and analyzed using thematic analysis to
identify key themes and relationships.
Key Findings: The findings indicate that AI-driven marketing
technologies significantly enhance customer interaction, personalization,
and strategic agility. However, several implementation challenges were
identified, including data privacy concerns, limited technical expertise,
and infrastructural constraints. Despite these barriers, participants
emphasized that organizational readiness, continuous employee training,
and top-management support are critical success factors for effective AI
adoption.
Conclusion / Implication: The study acknowledges limitations related
to sample size and qualitative scope and recommends future research
employing mixed-method approaches to evaluate long-term
performance outcomes and scalability. This research contributes to existing literature by providing contextual insights into AI-driven
marketing practices within developing regional IT ecosystems such as
Jaffna.
