| Abstract: |
The rise of Artificial Intelligence is reshaping how we see the modern
world—playing a crucial role in marketing by enabling the data-driven
decision-making approach, hyper-personalized texts, and automation. Businesses
are highly dependent on AI-driven tools for predictive analysis and customer
segmentation to optimize marketing efforts. Two Key approaches in AI-driven
marketing are the Account-based marketing (ABM) and the Customer-Based
Marketing (CBM). Where ABM focuses on targeting the high-value accounts in the
B2B marketing sector, while CBM emphasizes personalized engagement with
individual customers sector based on behavioral data and preferences of the
individual. The term CBM is not widely used in the market, but its principles
are actively applied through AI-driven CRM systems, customer segmentation, and
predictive personalization techniques. Tools like Salesforce, Adobe Experience
Cloud, and AI chatbots enhance customer engagement, retention, and conversion
rates. This research explores and studies the evolution of AI in modern
marketing, the adoption and implementation of ABM and CBM in the current
global scenarios, and the challenges that businesses are facing in scaling
AI-driven personalization for individuals. Keywords: Account-Based Marketing
(ACM), Customer-Based Marketing (CBM), Rises of AI, Modern Marketing |