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Paper A

AI-Driven Social Media Marketing and Its Impact on Consumer Behaviour

P. Vasavi, D. Uma Kumari, P V S Sairam — 2026 — International Journal of Emerging Research in Science Engineering and Management

peer reviewed journal article  ·   ·  use cautiously

Key findings

• AI-powered personalization on social media — like showing you ads or recommendations based on your past behavior — made people more likely to notice and engage with brands.
• Chatbots and automated recommendations contributed to impulse buying: when people got timely, relevant product suggestions, they were more likely to buy on the spot without planning ahead.
• Influencer-promoted content, especially when combined with AI targeting, had a measurable effect on whether people decided to buy a product.
• While AI marketing tools improved engagement and brand awareness, consumers also expressed concerns about how their personal data was being used — suggesting trust is a fragile asset that marketers must protect.

Marketing implications

• If you run social media ads, use AI-based personalization and retargeting — this study adds to a growing pile of evidence that tailored content outperforms generic content for both engagement and purchase intent.
• If you use chatbots or automated product recommendations, position them to appear when someone is already browsing or in a discovery mindset — that's when impulse buying is most likely to happen.
• Build trust signals into your AI marketing touchpoints — be transparent about how you use customer data, because consumers notice and care. A privacy disclaimer or 'why am I seeing this?' link can go a long way.

Paper B

To Understand the Impact of AI-Based Marketing Tools on Lead Generation Effectiveness within an Organization

Ms. Bhargavi Kinikar, Prof. Dhananjay Bhavsar, Prof. Dr. Praveen Suryavanshi, Prof. Dr. Mahendra Yadav et al. — 2026 — International Journal of Research Publication and Reviews

peer reviewed journal article  ·   ·  watchlist

Key findings

• Marketing professionals surveyed said AI tools — like chatbots, automated email systems, and smart CRM software — helped them find better-quality leads and turn more of those leads into actual customers.
• Respondents reported that AI tools made their marketing work more efficient by automating repetitive tasks (like follow-up emails and customer sorting), freeing up time for higher-level work.
• The biggest barriers to using AI tools were cost (the software is expensive to buy and set up), technical complexity (teams need training or specialists), and data privacy worries (concern about how customer data is stored and used).
• Predictive analytics and AI-powered CRM tools were seen as particularly useful for identifying which potential customers were most likely to actually buy something, helping teams focus their effort on the right people.

Marketing implications

• If you're pitching AI tools to your boss or clients, this paper gives you a framework for what to evaluate: lead quality, conversion rate, targeting accuracy, and time saved on repetitive tasks — measure these before and after adoption.
• If your team is planning to adopt an AI CRM or chatbot, budget for training and technical support upfront — the study flags implementation cost and complexity as the top reasons AI adoption fails or gets resisted.
• If you're worried about data privacy when adopting AI marketing tools, this confirms it's a real concern for practitioners — make sure any vendor you choose can clearly explain how customer data is stored, used, and protected.

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