Purpose:
This research aims to recognise the leading financial technologies presently accessible in the market. Technological advancements such as the Internet of Things, cloud computing, augmented reality, big data, blockchain, smart space, 5G networks, automotive robotic processes, and artificial intelligence have revolutionised traditional business methods. Artificial intelligence (AI) represents a recent instance of an emerging technology with significant potential to impact the marketing field. Marketers worldwide are frantically searching for artificial intelligence (AI) solutions that will allow them to carry out their duties effectively. Conducting an in-depth examination of the pertinent literature can underscore the significance of artificial intelligence (AI) in marketing and suggest prospective avenues for future investigation.
Design/Methodology/Approach:
By utilising the Interpretive Structural Modelling (ISM) technique along with the SmartISM software, one can determine the interrelationships that exist between the variables. MICMAC analysis is used for the purpose of additional variable classification.
Findings:
Artificial intelligence is the independent variable that propels the other variables in the final model. Blockchain, big data, and the Internet of Things have surfaced as significant driving factors. This study's dependent variables comprise augmented reality, automotive, cloud computing, 5G networks, and robotic processes. Smart space, on the other hand, is considered a linkage variable.
Implications:
It is imperative for marketers to comprehend the significance of artificial intelligence, which is a pivotal technology in the present-day landscape and is catalysing diverse technological progressions. It is recommended that marketers incorporate technology into their daily business operations to enhance efficiency in the highly competitive contemporary landscape.
Originality Value:
This study is among the significant ones that underscore the importance of technological progress in the modern marketplace and its impact on the field of marketing. Furthermore, the present study has presented a unique framework that underscores the significance of artificial intelligence.