STUDYING OF EXPLORING BASED ON IMPACTS OF ARTIFICIAL INTELLIGENCE & MACHINE LEARNING ON ENTERPRISE RESOURCE PLANNING

Mohan Kunkulagunta

Authors

Mohan Kunkulagunta Research Scholar, Department of Computer Science, B.E.S.T University, Anantapur, Andhra Pradesh, India. Author

Keywords:

Artificial Intelligence (AI), Machine Learning (ML)

Abstract

Companies are not fully using Artificial Intelligence (AI) or Machine Learning (ML), which is the most well-known form of AI. This is especially true in marketing, where it can be used for more than just segmenting, personalizing, and making decisions. Two distinct strategic and behavioral vantage points are considered when discussing the role of AI and ML in marketing: that of marketers themselves (the ``inside`` perspective) and that of consumers (the ``outside`` perspective). Both the drivers and the barriers to the broad adoption of AI and ML in marketing can be better understood in light of this. We use a mixed-method approach that includes a Delphi study, surveys, and two focus groups to come up with research questions. These questions address the problems that marketing managers and organizations face in three areas: (1) Culture, Strategy, and Implementation; (2) Decision-Making and Ethics; and (3) Customer Management. Our goal in publishing these findings is to spark new lines of inquiry in several disciplines, including marketing, organizational behavior, psychology, and ethics. We can learn more about the human element of AI and ML from them as well.

References

N. Bragazzi, H. Dai, G. Damiani, M. Behzadifar, M. Martini, J. WuHow Big Data and Artificial Intelligence Can Help Better Manage the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 17 (9) (2020), pp. 1-8

S. D'AlfonsoAI in Mental HealthCurrent Opinion in Psychology, 36 (6) (2020), pp. 112-117

Kim, T., Ruensuk, M., & Hong, H. (2020). In Helping a Vulnerable Bot, You Help Yourself: Designing a Social Bot as a Care-Receiver to Promote Mental Health and Reduce Stigma. CHI Conference on Human Factors in Computing Systems, 1-13.

N.S. KumarImplementation of Artificial Intelligence in Imparting Education and Evaluating Student PerformanceJournal of Artificial Intelligence, 1 (1) (2019), pp. 1-9

N. Mirchi, V. Bissonnette, R. Yilmaz, N. Ledwos, A. Winkler-Schwartz, R. Del Maestro The Virtual Operative Assistant: An Explainable Artificial Intelligence Tool for Simulation-Based Training in Surgery and Medicine PLoS ONE, 15 (2) (2020).

V. Dharmaraj, C. Vijayanand Artificial Intelligence (AI) in Agriculture International Journal of Current Microbiology and Applied Sciences, 7 (12) (2018), pp. 2122-2128

J. Etkin The Hidden Cost of Personal Quantification Journal of Consumer Research, 42 (6) (2016), pp. 967-984

Bittu, K. (2018). How Microsoft, Google, AWS and Facebook Are Battling to Democratize AI for Developers. Retrieved from https://www.bestdevops.com/how-microsoft-google-aws-and-facebook-are-battling-to-democratise-ai-for-developers/, Accessed March 1, 2021.

M.H. Huang, R.T. Rust A Strategic Framework for Artificial Intelligence in Marketing Journal of the Academy of Marketing Science, 49 (1) (2021), pp. 30-50

T. Davenport, A. Guha, D. Grewal, T. Bressgott How Artificial Intelligence Will Change the Future of Marketing Journal of the Academy of Marketing Science, 48 (1) (2020), pp. 24-42

R.T. Rust The Future of Marketing International Journal of Research in Marketing, 37 (1) (2020), pp. 15-26

Gonaygunta, Hari, Factors Influencing the Adoption of Machine Learning Algorithms to Detect Cyber Threats in the Banking Industry, DAI-A 85/7(E), Dissertation Abstracts International, Ann Arbor, United States, ISBN 9798381387865, 142, 2023.

Nadella, G. S. (2023). Validating the Overall Impact of IS on Educators in U.S. High Schools Using IS-Impact Model – A Quantitative PLS-SEM Approach, DAI-A 85/7(E), Dissertation Abstracts International, Ann Arbor, ISBN 9798381388480, 189, 2023.

Hari Gonaygunta (2023) Machine Learning Algorithms for Detection of Cyber Threats using Logistic Regression, 10.47893/ijssan.2023.1229.

Hari Gonaygunta, Pawankumar Sharma, (2021) Role of AI in product management automation and effectiveness, https://doi.org/10.2139/ssrn.4637857

R Pulimamidi, GP Buddha, Applications of Artificial Intelligence Based Technologies in The Healthcare Industry, Tuijin Jishu/Journal of Propulsion Technology 44 (3), 4513-4519.

R Pulimamidi, GP Buddha, AI-Enabled Health Systems: Transforming Personalized Medicine And Wellness, Tuijin Jishu/Journal of Propulsion Technology 44 (3), 4520-4526.

R Pulimamidi, P Ravichandran, Connected Health: Revolutionizing Patient Care Through Artificial Intelligence Innovations, Tuijin Jishu/Journal of Propulsion Technology 44 (3), 3940-3947.

R Pulimamidi, P Ravichandran, Enhancing Healthcare Delivery: AI Applications In Remote Patient Monitoring, Tuijin Jishu/Journal of Propulsion Technology 44 (3), 3948-3954.

P Kanagala, Effective cyber security system to secure optical data based on deep learning approach for healthcare application, Optik 272, 170315.

P Kanagala, Implementing cryptographic-based DH approach for enterprise network, Optik 272, 170252.

P Kanagala, R Jayaraman, FAA-Cloud approach to minimize computation overhead using fuzzy-based crypto security, Soft Computing, 1-11.

P Kanagala, R Jayaraman, Effective encryption approach to improving the secure cloud framework through fuzzy-based encrypted cryptography, Soft Computing, 1-10.

Ramya Manikyam, J. Todd McDonald, William R. Mahoney, Todd R. Andel, and Samuel H. Russ. 2016.Comparing the effectiveness of commercial obfuscators against MATE attacks. In Proceedings of the 6th Workshop on Software Security, Protection, and Reverse Engineering (SSPREW’16)

R. Manikyam. 2019.Program protection using software based hardware abstraction.Ph.D. Dissertation.University of South Alabama.

B. Nagaraj, A. Kalaivani, S. B. R, S. Akila, H. K. Sachdev, and S. K. N, “The Emerging Role of Artificial intelligence in STEM Higher Education: A Critical review,” International Research Journal of Multidisciplinary Technovation, pp. 1–19, Aug. 2023, doi: 10.54392/irjmt2351.

D. Sivabalaselvamani, K. Nanthini, Bharath Kumar Nagaraj, K. H. Gokul Kannan, K. Hariharan, M. Mallingeshwaran, Healthcare Monitoring and Analysis Using ThingSpeak IoT Platform: Capturing and Analyzing Sensor Data for Enhanced Patient Care, IGI Global eEditorial Discovery, Pages: 25, 2024. DOI: 10.4018/979-8-3693-1694-8.ch008

Sri Charan Yarlagadda, Role of Artificial Intelligence, Automation, and Machine Learning in Sustainable Plastics Packaging markets: Progress, Trends, and Directions, International Journal on Recent and Innovation Trends in Computing and Communication, Vol:11, Issue 9s, Pages: 818–828, 2023.

Sri Charan Yarlagadda, The Use of Artificial Intelligence and Machine Learning in Creating a Roadmap Towards a Circular Economy for Plastics, International Journal on Recent and Innovation Trends in Computing and Communication, Vol:11, Issue 9s, Pages: 829-836, 2023.

Amol Kulkarni, Amazon Athena Serverless Architecture and Troubleshooting, International Journal of Computer Trends and Technology, Vol, 71, issue, 5, pages 57-61, 2023.

Amazon Redshift Performance Tuning and Optimization, International Journal of Computer Trends and Technology, vol, 71, issue, 2, pages, 40-44, 2023.