The Role of AI in Enhancing Predictive Analytics across Marketing and Financial Strategies in Modern Businesses

Abstract

The rapid rise of artificial intelligence (AI) is revolutionizing the way that companies view data, technology and process automation across all industries  from marketing to financial decisions. Through this quantitative study the essay will examine how AI predictive analytics may help to enhance marketing performance and financial strategy outcomes for SMEs. To develop data, 350 management and analytics professionals working for organizations that had implemented AI-driven predictive tools were surveyed in a cross-sectional survey design. This paper aimed to measure the influence of artificial intelligence (AI) and machine learning (ML) applications in marketing KPIs and financial performance KPIs. As a whole, our findings suggest that the adoption of AI is quite positively related to advancements in marketing and financial performance, leaving those not adopting AI behind. Regression results suggest that the depth of AI implementation is a key factor in the enhancement of performance. We then included the important moderators as data quality, zero-momentum and non-generation. These are the takeaways: Businesses can get huge strategic advantages from moving to AI, only if they have good data governance, digital infrastructure and people trained in use of the technology. The variance analysis also reflects that some industries are more receptive to the integration of artificial intelligence, such as finance and service industries, due to a possibility for stronger data capacity and better data-processing approaches. The results from this investigation reveal that today’s AI-powered predictive analytics can function as a strategic asset to businesses by boosting operational effectiveness, strengthening financial wellbeing and directing better marketing choices. But companies must also spend on the basics, like quality of data, skills of staff and governance around ethical use of AI, to make the most from predictive capabilities. This research contributes to the growing literature on AI strategy and arm business leaders with actionable information that can help them be more competitive in a data-driven global economy.