Thesis Abstract

Abstract
This thesis explores the impact of artificial intelligence (AI) on marketing strategies within the retail industry. The integration of AI technologies in marketing has transformed the way businesses engage with consumers, personalize experiences, and optimize decision-making processes. The study investigates how AI tools such as machine learning, natural language processing, and predictive analytics are reshaping traditional marketing practices and enhancing customer interactions. Through a comprehensive literature review, the thesis examines the current landscape of AI in retail marketing and identifies key trends, challenges, and opportunities. The research methodology involves a mixed-methods approach, combining qualitative and quantitative techniques to gather data from retail industry experts, marketing professionals, and consumers. The study aims to provide a detailed analysis of how AI is being utilized in various marketing functions, including customer segmentation, personalized recommendations, targeted advertising, and performance measurement. By exploring real-world case studies and industry best practices, the thesis offers insights into the effectiveness of AI-driven marketing strategies and their impact on business performance and customer satisfaction. The findings of this research highlight the significant benefits of AI adoption in retail marketing, such as improved targeting precision, enhanced customer engagement, cost savings, and competitive advantage. However, the study also identifies challenges related to data privacy, ethical considerations, skill gaps, and integration complexities that organizations need to address when implementing AI solutions. The discussion of findings delves into the implications of AI on marketing strategy development, resource allocation, and organizational culture within the retail sector. In conclusion, this thesis underscores the transformative potential of AI technologies in revolutionizing marketing practices and driving business growth in the retail industry. By leveraging AI capabilities effectively, businesses can gain a deeper understanding of consumer behavior, deliver personalized experiences, and stay ahead of market trends. The study recommends strategies for retailers to harness the power of AI in their marketing efforts while ensuring ethical and transparent practices that prioritize customer trust and loyalty. Keywords Artificial Intelligence, Marketing Strategies, Retail Industry, Machine Learning, Personalization, Customer Engagement, Data Analytics, Competitive Advantage.

Thesis Overview