The Convergence of Artificial Intelligence and Human Marketing: A Framework for Enhanced Customer Insights and Personalization

Sowmya Kotha

doi:10.36948/ijfmr.2024.v06i06.30266

The Convergence of Artificial Intelligence and Human Marketing: A Framework for Enhanced Customer Insights and Personalization

Author(s)	Sowmya Kotha
Country	United States
Abstract	This article examines the transformative integration of artificial intelligence and human expertise in modern marketing analytics, focusing on customer insight generation and personalization strategies. We present a comprehensive framework for human-AI collaboration in marketing operations through a mixed-methods approach combining quantitative analysis of customer data from 127 retail organizations and qualitative interviews with 34 marketing professionals. The findings reveal that organizations implementing AI-enhanced customer analytics in conjunction with human-driven creative strategy achieved a 47% improvement in customer engagement metrics and a 31% increase in conversion rates compared to traditional approaches. The article demonstrates that while AI excels at real-time pattern recognition and predictive modeling of customer behavior, human marketers provide crucial emotional intelligence and contextual interpretation that significantly enhance the effectiveness of personalization efforts. The article introduces the Dual Intelligence Marketing Framework (DIMF), which outlines optimal integration points between AI capabilities and human expertise throughout the customer journey. The framework addresses critical challenges in implementation, including technical infrastructure requirements, talent adaptation, and ethical considerations. This article contributes to both theoretical understanding and practical application of AI in marketing, offering actionable insights for organizations seeking to leverage the complementary strengths of artificial and human intelligence in their marketing operations.
Keywords	Human-AI Collaboration, Marketing Personalization, Customer Analytics, Predictive Consumer Behavior, Digital Marketing Intelligence.
Field	Computer
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-11-10
Cite This	The Convergence of Artificial Intelligence and Human Marketing: A Framework for Enhanced Customer Insights and Personalization - Sowmya Kotha - IJFMR Volume 6, Issue 6, November-December 2024. DOI 10.36948/ijfmr.2024.v06i06.30266
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.30266
Short DOI	https://doi.org/g8qtjw

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The Convergence of Artificial Intelligence and Human Marketing: A Framework for Enhanced Customer Insights and Personalization

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