The Impact of AI on Marketing Automation and Customer Satisfaction

Abstract

The rapid advancement of Artificial Intelligence (AI) has transformed the marketing landscape, offering innovative solutions to improve customer satisfaction through marketing automation. This research explored the impact of AI tools in marketing, including personalization engines, predictive analytics, and chatbots, on customer engagement and satisfaction. The study also addressed ethical concerns, including data privacy and transparency, which influence trust in AI-powered systems.
The objectives of this study were to evaluate how AI enhances marketing automation, to analyze its effects on customer satisfaction, and to identify the ethical implications of AI in marketing. The research further aimed to provide actionable recommendations for businesses to adopt AI responsibly.
A qualitative, documentation-based approach was employed, analyzing secondary data from industry reports, academic journals, and case studies. Data collection focused on AI applications in e-commerce, retail, and financial services, emphasizing tools like AI-powered customer support and predictive analytics. Thematic analysis was used to identify key patterns, and findings were validated against multiple sources.
Findings reveal that AI significantly enhances customer satisfaction by enabling personalized experiences, faster service delivery, and proactive engagement. However, ethical concerns, of data privacy and algorithmic biases, present challenges to customer trust. Businesses using hybrid AI and human support models demonstrate higher satisfaction levels due to their ability to balance automation with empathy.
In conclusion, AI is a valuable tool for enhancing marketing strategies and improving customer satisfaction. To build customer trust, businesses should prioritize transparency in data usage, invest in personalization tools, and adopt ethical practices. Recommendations include implementing hybrid models for customer support and continuously improving AI systems to adapt to evolving customer needs.

Keywords: artificial intelligence, marketing automation, customer satisfaction, personalization, predictive analytics, chatbots, ethical concerns, data privacy

6617193002 Rohit Prasad, 2568 (2025). Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Impact of AI on Marketing Automation and Customer Satisfaction, นำเสนอในที่ประชุมวิชาการ (Conference), THE 18th NATIONAL AND INTERNATIONAL ACADEMIC CONFERENCE, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Marketing Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย