Exploring the Impact of Ai-Driven Marketing Technologies on Customer Engagement and Business Strategies in Jaffna-Based it Companies

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.