Analysis of AI Impact on Marketing: A Computing Research Project

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COMPUTING RESEARCH
PROJECT

Contents
Executive Summary.........................................................................................................................4
Part-1 (Research Proposal)..............................................................................................................5
TITLE: "To analyze the impact of AI in Marketing Industries".....................................................5
LO1. Examine appropriate research methodologies and approaches as part of the research
process.............................................................................................................................................5
P1. Produce a research proposal that clearly defines a research question or hypothesis
supported by a literature review..................................................................................................5
P2. Examine appropriate research methods and approaches to primary and secondary research.
...................................................................................................................................................10
References......................................................................................................................................15
Part-2 (Research Report)...............................................................................................................16
LO2. Conduct and analyze research relevant to a computing research project.............................16
P3. Conduct Primary and Secondary Research using appropriate methods for a computing
research project that consider costs, access and ethical issues..................................................16
P4. Apply appropriate analytical tolls, analyze research findings and data..............................22
LO3. Communicate the outcomes of the research project to identified stakeholders...................34
P5. Appropriately communicate research outcomes for the intended audience........................34
LO4. Reflect on the application of research methodologies and concepts....................................43
P6. Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project...........................................................................................................43

P7. Consider alternative research methodologies and lessons learned in view of the outcomes.
...................................................................................................................................................45
References......................................................................................................................................46

Executive Summary
Artificial Intelligence is all about the machines and computer programs which are having the
ability to learn and think like a human. This is the study which makes the computer smart and to
perform all the task effectively like a human. This research project report is going to explain
about the use of AI in daily life and how this has made the world modern. The entire project is
going to cover the brief description of AI along with its main aim and objectives. The objectives
are to be covered in the literature review part of the research. Effective timescale is also going to
be defined. The reflection, methodology and the recommendations part will be explained at the
end of the research project.

Part-1 (Research Proposal)
TITLE: "To analyze the impact of AI in Marketing Industries”
LO1. Examine appropriate research methodologies and approaches as part of
the research process.
P1. Produce a research proposal that clearly defines a research question or
hypothesis supported by a literature review.
Artificial Intelligence is the concept and expansion of the computer systems which can perform
the human task normally like human intelligence. For example - translation of the languages,
decision-making, speech recognition, visual perception, etc. The machine with the use of
artificial intelligence is so popular that the humans are calling that as machine learning. AI is
mainly used in video games, robots, etc., in which the computer system acts like a human who
plays the entire game. The AI in robots is very useful as the machines are doing all the work like
humans (Russell and Norvig, 2016). Due to the use of AI, humans are reducing their mental
ability as they all are depending on the machine for their work. AI is having subsets like machine
learning, natural languages, and big data. The AI is distributed in four types such as limited
memory, self-awareness, relative machines and the theory of mind. The use of artificial
intelligence has changed the lives of humans. This is the technology which is used mainly in a
wide area for daily services. Artificial intelligence is the study which mainly uses machine
learning to imitate human intelligence. The AI machines have to learn how to act like a human so
they are using the algorithm and the past data to create somewhat known as Tendency model.
Aim: The main aim of AI is to create and design the machines in such a manner that they can be
able to perform the task in a systematic way than humans. Also, another aim is to know the
actions that they occur in the machines, humans or animals.
Research Objectives:
 AI assists to understand the environment
 Role of AI in generating the content for the large brand

 Machine learning and AI contribute to the innovation of a new paradigm
 Future of AI in day-to-day life
Research Questions:
 How AI assists to understand the environment?
 What is the role of AI in generating the content for the large brand?
 How machine learning and AI contribute to the innovation of a new paradigm?
 What is the future of AI in day-to-day life?
The rationale of Research Project:
The main aim of conducting this research is to create such type of technology which allows the
computer system and machines to function effectively. The main purpose of conducting the
research is to have the learning and deep understanding of artificial intelligence and machine
learning (Müller and Bostrom, 2016). Another aim is to use the power of computer systems to
enhance human thinking. The AI is very useful for humans for their day-to-day services as
artificial intelligence is having many uses such as AI can be used in transportation, medical,
finance, and banking. AI is related to the branch of computer science. Thus, this is also dealing
with software and computer machines. By conducting this research, the investigator will be able
to learn how AI can be more useful for society.

Literature Review
This is the main part of the entire research report which is going to give a brief description of the
research topic. In this, the different writers and authors have their views on the specific research
title. Through this section, the learners can be able to learn many things about artificial
Intelligence and along with this, the investigator can also be able to enhance their knowledge by
understanding the main concept of AI.
AI assists to understand the environment
According to Thrall and et.al. 2018, Artificial Intelligence is the field which works by joining the
huge amount of data. While designing the solutions of AI, the developers spend too much time
focusing on features like learn the nature of algorithms. Along with this, attention is also given to
the environment in which the AI operates. There are many features which distinguish the AI
system environment such as the nature of the issue, frequency, and shape of the data. In Artificial
Intelligence the complete environment is the one on which there are enough data and information
to complete a branch of issue. Besides this, AI includes the algorithms which tell the system to
how to respond to any action occurred. Also, Artificial Intelligence can develop the coding
software on the systems environment which aids the programmers to understand the coding.
Artificial Intelligence is much smarter than the technology is having the machines to understand
the environment of the computer system. The environment of the system is that which is having
the set of variables that define various aspects of execution.
Role of AI in generating the content for the large brand
As per the views of Krishnamoorthy and Rajeev, 2018, artificial intelligence is very useful for
the marketing industries. This plans the future of the companies by enhancing their productivity
and profitability. The developer can improve the efficiency of the system, fasten processes and
optimize the operations. Mainly AI is used by the large business companies to reduce their
operational cost, expand their revenue, and enhance their efficiency & customer experience.
Most of the big brands are using artificial intelligence because AI helps them to improve their
customer services and generate employee engagement. The algorithms in Ai along with the
robotics machines are now involved in having the interaction with the peoples of the world so it

is important for them to know that what is going around them. The computer vision is the subset
of artificial intelligence which assists the computers to identify the content of the pictures and
videos and have discrimination between the various objects. The AI is having the main use in
self-driving cars, healthcare, social media, security cameras and many more. The AI is helping
the peoples to work with an interest in different fields. Thus, AI has enhanced rapidly in society
and made the human world modern.
Machine learning and AI contribute to the innovation of a new paradigm
According to Crowder and et.al. 2020, Artificial Intelligence and machine learning had a major
contribution to the innovation of the new paradigm. AI is having a major role in the use of
technology. This is all about developing such machines which act like humans and can be able to
think and work like the human body. The truth of this world is that AI has changed the life of the
peoples at the phenomenal speed. Artificial Intelligence and machine learning have increases the
quality of human lives. From robots to the driverless cars, everything is possible with the AI
machines only and in very few times (Thrall and et.al. 2018). The technologies by machine
learning and AI have already started transforming the individual site and rendering the
companies with huge benefits to uplift the growth of their organizations and have a maximum
profit margin. Apart from marketing, the AI is spreading in various sectors such as Medical
sector, banking sector, transportation, finance, Information technology, etc., these are sectors
which have enhanced their services and made them better with the use of AI and machine
learning. The main contribution of the AI and machine learning is in the medical sector, as by the
use of this the major and minor operation's risks are reduced. Along with this, the use of AI for
developing the driverless car has a major impact on the life of humans. Thus, AI and machine
learning had contributed a lot to the development of the world into the modern world.
Future of AI in day-to-day life
As per the views of Fazal and et.al. 2018, this is known by everyone from Siri to the driverless
cars, artificial intelligence is growing very rapidly day-by-day. Thus, AI is having a very bright
future in the daily lives of humans (Jiang and et.al. 2017). AI is today's world is having the
robots which work with the same features of humans. AI is having a significant role in each stage
of a human’s life as this has made our life easy. In the upcoming future, robots are going to take

the place of humans. Along with this, this would become difficult for humans to live without the
computer systems as they are in very much use of humans such as ATMs, Cars and medical
facilities. Also, shortly, the humanoids will become enough smart to carry the space missions
themselves (Future of artificial intelligence, 2019 ). Besides this, in the future, humanoid robots
are going to perform our daily task for us. Therefore, AI is going to change the entire life in the
upcoming future.
Figure 1 : Future image of Artificial Intelligence

P2. Examine appropriate research methods and approaches to primary and
secondary research.
Research Methodology
This technique is used for collecting, assembling, analyzing, selecting, examining, and
processing useful information related to the specific topic of the research. This is very essential
for the investigator to perform every task as per the research methodologies so that the relevant
and appropriate information for the specific topic can be effectively gathered by the investigator.
Mainly there are two main types of research methodologies which are named as quantitative and
qualitative. The qualitative research mainly used to collect and gather information in the
theoretical form (Kumar, 2019). In this approach, the data is called as secondary data which is
already collected by someone with the help of blogs, online websites, and articles, etc. The
information which is collected in the qualitative approach is the thesis and views of someone.
Similarly, quantitative research is used to collect and gather the data and information in the
numerical form. By the help of the numerical data, the user will be able to get the exact
information about the specific research topic. In quantitative research approach, the data is
collected by conducting the survey, focused groups or to prepare the questionnaire to get the
reviews from the general public on the specific topic of the research (Silverman, 2016). The
following research project is going to use quantitative research as the information is to be
gathered and assembled by using the questionnaire method.
The research methodologies are having the two main approaches which are having the general
steps and the assumptions which will help the investigator to define methods of analysis and
interpretation. The research methodology section assists the researcher to solve the issues
occurred during the research. The investigator mainly uses the data collection methods also in
the research to assemble the data. The methods of data collection are named as primary and
secondary. Along with this the research philosophy and also the approaches of research which
are said as inductive and deductive approaches. These approaches areas similar to the qualitative
and quantitative methods of the research.

Along with this, the investigator also uses the appropriate strategy for the research which is
mainly of three levels. The research strategy is used to manage hierarchical structure on all
stages of the research project. In the present research report, the questionnaire method is used as
an appropriate strategy which helps the investigator to gather the proper information on the
specific topic of the research. The questionnaire method is used to be used by the researcher to
get the feedback or the views on Artificial Intelligence from the general peoples. The certain set
of questions are to be made by the investigator along with four choices of those questions ( Flick,
2015). The investigator can ask the answers of those questions to the general public by placing in
on the internet at social sites or can manually conduct and survey to get their view on the specific
topic. The peoples are not having the choice to answer of their own, they have to select the
option from the given choices by the investigator.

Timeline for the activities of the Research
This section of the report is going to provide the graphical representation of the schedule which
helps to coordinate, manage, plan and track each task of the research project. This section defines
the actual task perform for conduction the entire research along with the given duration. The
timeline of the research can be explained better by designing and developing the work
breakdown structure and the Gantt chart.
Gantt chart - This is the type of bar chart which represent the schedule of the project. This is the
chart which is used by the manager of the project to track the working of the entire research
project. This chart is not specified for the particular field as this can be used in any project.