مجلة العلوم الإدارية والمالية
Volume 9, Numéro 1, Pages 52-69
2025-06-30
The Role Of Intelligent Process Automation In Modern Marketing Strategies
Authors : Ayadi Salah . Achour Sadok .
Abstract
Intelligent process automation (IPA) mixes artificial intelligence (AI), machine learning (ML), robotic process automation (RPA), and data analytics to make business processes more efficient and innovative. IPA can handle complex tasks, adjust to changes, and learn from data patterns, greatly changing how modern businesses operate. This article looks at what IPA means for marketing, emphasizing its tech parts, uses, benefits, and challenges. With IPA, businesses can automate routine tasks, improve operations, and boost accuracy, which allows more focus on strategic goals. In the marketing field, IPA improves campaign management, customer segmentation, and personalization, leading to targeted and impactful strategies. However, there are hurdles with IPA, like difficulties with integration, risks to data security, and the need to follow regulations. Using case studies, this work showcases IPA's measurable benefits, such as efficiency improvements and cost reductions, along with non-measurable ones like better customer experiences. It also points out future trends in IPA, suggesting that advancements in AI-driven automation will keep shaping marketing strategies. This article gives marketers important insights and advice for adopting IPA while handling its challenges in the fast-changing digital world.
Keywords
Intelligent Process Automation ; Modern Marketing ; Marketing Strategies ; Customer Experience ; Artificial Intelligence
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