Author(s): Anuj Kumar, Anoop Pandey, Purvi Pujari and Monika Arora
The focus of the study is to discuss the potential of artificial intelligence (AI) and e-commerce in improving SME marketing performance. Hence, the main objective of the research is to explore how the marketing functions of SMEs could be improved by adopting AI and E-commerce. The methodology adopted for research is to review extant literature and research on the features of AI and e-commerce that could improve different dimensions of SME marketing processes. Besides, AI adoption in SMEs improved the creation of intelligent content and innovative business models, predictive modelling, automated decision making, real-time customer insights, product, and service innovations, identifying optimal promotions, and demand and cash flow forecasting. E-commerce adoption helped SMEs to develop new markets, increase their customer base and gain loyal customers, enhance global presence, improve communication, distribution, and marketing efficiency, reduce costs related to coordination, distribution, and building construction, develop an organized proprietary distributive channel, and provide customized product offerings to target explicit customer segments.