Thesis Abstract

Abstract
The integration of artificial intelligence (AI) technologies into various business sectors has revolutionized traditional practices, and the retail industry is no exception. This thesis examines the impact of AI on marketing strategies within the retail industry, focusing on how AI applications are reshaping customer engagement, data analytics, and overall business operations. The research explores the opportunities and challenges that AI presents to retailers, with a specific emphasis on enhancing personalized marketing efforts, improving customer experience, and optimizing operational efficiency. The literature review delves into ten key areas related to AI in marketing and retail, providing insights into current trends, best practices, and theoretical frameworks. The research methodology chapter outlines the approach taken to investigate the research questions, including data collection methods, analysis techniques, and the rationale behind the chosen research design. The findings chapter presents a detailed analysis of the data collected, highlighting the ways in which AI technologies are transforming marketing strategies in retail settings. The discussion of findings chapter offers a comprehensive examination of the implications of the research results, drawing connections between theory and practice to provide actionable insights for retail managers and industry stakeholders. The conclusion chapter summarizes the key findings of the study, discusses their theoretical and practical implications, and offers recommendations for future research and practical applications. This thesis contributes to the existing body of knowledge by providing a thorough analysis of the impact of AI on marketing strategies in the retail industry. By shedding light on the potential benefits and challenges associated with AI adoption, this research aims to inform strategic decision-making processes and guide the development of effective marketing strategies in the evolving retail landscape.

Thesis Overview