Impact of Artificial Intelligence, Chatbots, and Automation Tools on Digital Marketing Effectiveness, Customer Engagement, and Brand Loyalty
Author(s): Fr. Dr. Robert Pradeep Kujur S.J., Dr. Shakil Anwar Siddique
Authors Affiliations:
1Assistant Professor, Department of Commerce, St. Xavier’s College, Ranchi University, Ranchi, India
2Assistant Professor, Department of Commerce Self Finance and Vocational Studies, St. Xavier’s College, Ranchi University, Ranchi, India
DOIs:10.2015/IJIRMF/202603016 | Paper ID: IJIRMF202603016Abstract: Artificial Intelligence (AI), chatbots, and marketing automation tools are transforming digital marketing by enabling data-driven decision-making, personalized customer experiences, and efficient marketing operations. This study investigates the impact of AI technologies on digital marketing effectiveness, customer engagement, and brand loyalty.
A quantitative research methodology was used with 250 respondents consisting of digital consumers and marketing professionals. Statistical tools including descriptive statistics, reliability testing, correlation, regression analysis, and ANOVA were used through SPSS.
Results show a strong positive relationship between AI adoption and marketing performance. AI-powered chatbots significantly enhance customer engagement and brand loyalty. Organizations implementing AI marketing tools experience improved conversion rates and customer retention.
AI chatbots increase conversion rates by around 23% and resolve customer queries 18% faster, highlighting their role in improving marketing effectiveness and customer experience.
Fr. Dr. Robert Pradeep Kujur S.J., Dr. Shakil Anwar Siddique (2026); Impact of Artificial Intelligence, Chatbots, and Automation Tools on Digital Marketing Effectiveness, Customer Engagement, and Brand Loyalty, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-3, Available on – https://www.ijirmf.com/