The impact of AI on a functional area marketing within a Tesco Case Study Sample

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Introduction to The impact of AI on a functional area marketing within a Tesco Case Study Sample

1.1 Background

Artificial intelligence is technology that allows the computers to perform several kinds of advanced functions such as evaluation of data, autonomous decision-making, providing recommendations and so more. In digitalization era, artificial intelligence uses for different functional area of the business including human resource, finance, marketing and so more. The implementation of AI within the business helps in optimize operation, taking decision and enhance overall efficiency of business (Krenn et al, 2022). Moreover, in current time era plays an important role in marketing function of the organization. AI solutions provide better understanding to the marketers about customers, their demands, preference correspondingly allows to deliver right message at right time. Also, it enhance customer engagement by provide AI-powered chatbots and virtual assistance.

The research project will base on Tesco, a multinational retailer deals in groceries as well as general merchandise. The organization was founded in 1919 and had a headquartered in Welwyn Garden City, UK. It operates its business worldwide via its different store formats such as convenience store, supermarkets and online platform (Tesco, 2025). The current research project will investigate the influence of AI on the marketing strategies of Tesco. Moreover, various research methodologies will also discussed to gather and evaluate data in appropriate manner.

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1.2 Aim

The aim behind the current study is to investigate the impact of artificial intelligence on the marketing strategies of Tesco

1.3 Objective

• To develop an understanding relating to the concept and significance of artificial intelligence in the context of marketing.
• To analyse various strategies through which AI is implemented within the marketing of Tesco.
• To evaluate the impact of use of artificial intelligence on the working of marketing strategies of Tesco.
• To recommend strategies for enhancing the future use of AI in marketing in context of Tesco.

1.4 Significance of study

The research study will plays a significant role for Tesco to enhance its marketing more by evaluating influence of AI. In addition, the study helpful for other scholar for further research, it can be use as a foundation.

1.5 Rationale of the study

In present time the use of emerging technology artificial intelligence increase in the different functional area of business. It is widely use in the marketing of the product and services in all kind of business. One of the main reason for conducting the study is to identify the positive as well as negative impact of AI on marketing so that it can optimize in business.

2. LITERATURE REVIEW

Theme 1: concept and significance of artificial intelligence in the context of marketing

According to the views of Basha (2023), artificial intelligence is one of the effective technology used for effective marketing within the business. The AI provides data-driven insight to the business regarding the customer preference, changing needs and behavior and helps the business to market the product in significant manner through offering the same. On the other hand, based on the opinion of Ahmed and Ahmed (2024) artificial intelligence plays an important role in marketing in terms of cost saving and competitive advantage. The AI allows the business to automate as well as streamline processes, repetitive task leads to save time and resources, this help the organization to get competitive edge in terms of minimize its cost.

In addition, Iyelolu et al, (2024) professed that AI perform quite important role in optimize campaign performance as it allows the business to target the right audience results in attain the best outcome. However, Arce et al, (2024) explicated that using AI in marketing increase concern of data privacy and security of customer personal data, as leakage of this results in harming organizational reputation.

Theme 2: To evaluate strategies through which AI is implemented within the marketing of Tesco

In current environment, marketers use different strategies of AI to market the product and services in efficient manner. Referring to the perspective of Potwora et al, (2024), optimizing chatbots on website is one of the strategy via AI implement within the marketing. The chatbot provides immediate solution and answer to the queries of the customers in rapid manner 27/7 as well as provide recommendations to customer according to their previous purchases and history. This leads to help the business to market product more efficiently as well as enhance customer satisfaction. On the contrary Huang and Rust (2021) outline that to AI implement in the marketing process as an automation strategy. AI allows the business to send personalized marketing emails, doing task such as scheduling of content, generating better marketing content and message, evaluate audience interactions and so more. This leads to make the marketing of the company more facilitating result in providing competitive edge.

Furthermore, Kotyrlo et al,(2024) explain that marketers use AI to determine the pricing of product, to market and grab the attention of more number of customers. The AI based on the internal, external factors as well as competitors price and strategy adjust the price in real-time. It allows the business to attract number of customers.

Theme 3: Impact of AI on Marketing

According to Ifekanandu et al, (2023) one of positive influence of AI on marketing is greater personalization as well as target marketing. The AI allows the marketer to get large amount of data about customer preference, behavior and demand as a results helps in market product accordingly and as an outcome allows in attain greater customer attention. However, the use of AI in marketing increase cost of marketing activities as the business requires to invest greater amount of money in terms of update and maintenance of same.

Furthermore, Koswara and Herlina (2025) the AI leads to enhance customer experience with the company. Providing personalized recommendation, answering queries of customers immediately improve shopping experience of individual. This leads to make company marketing more efficient and effective. On the other hand, Selvarajan (2021) expressed that use of AI result in inaccurate marketing practices. AI makes insight based on available data, if data is inaccurate and biased than it result in making wrong marketing decisions leads to inaccurate marketing practices. Based on view of Rastogi et al, (2022), implementation of AI helps in making fast and rapid marketing decision based on generated data and insight. This leads to help the company to create a strong customer base.

3. Research Methodology

3.1 Research Type

It is defined as a way through which research is conducted by the scholar on a particular topic. One research type is quantitative i.e. gathering of numerical data and other is qualitative i.e. collection of non-numerical data (Taherdoost, 2022). To investigate the impact of AI on the marketing strategy qualitative research type will be used as it provides in-depth understanding of the research problem.

3.2 Research Approach

It refers to an approach that researcher uses to investigate the research problem. It is of two type inductive and deductive. The scholar will make use of inductive approach to evaluate impact of AI on marketing. It is also stated as a bottom-up approach as it allows scholar to gather data and reach to appropriate conclusion.

3.3 Research Philosophy

It is assumption and belief act as guide for the scholar. Interpretivism and positivism are two philosophy. For evaluating the impact of AI researcher will use interpretivism philosophy as is allows in gaining better insight of the research problem.

3.4 Data Collection

It is a method through which researcher collect data. Primary and secondary are two data collection method. The research will use combination of both to investigate impact of AI on marketing. In order to primary data collection method, a survey will be conducted on 30 marketing employees of Tesco. In addition, books, article and journal will use for secondary data collection. The combination of method will allows in gather accurate as well as wide data in less time.

3.5 Sampling

It refers to selection of sample out of population based on research purpose. Probability and non-probability are two sampling methods. To investigate the impact of AI on marketing within Tesco, sampling method will use. The method provide equal chances to each person to be selected as respondent, hence decline bias (Sinha and Khanna, 2022). The researcher will select 30 marketing employees to collect the data.

3.6 Data Analysis

It is a process of evaluate the gathered data to reach on conclusion. SPSS and thematic analysis are two methods. To analyze the impact of AI on marketing, scholar will use thematic analysis. The method includes creation of themes via grouping the similar patterns to reach on conclusion.

3.7 Ethical Consideration

It refers to set of principle requires adhering. The researcher to conduct study fairly take prior consent to respondent and keep them free to keep in or out any point of time. In addition, confidentiality of respondent maintain via using password protected document (Hasan et al, 2021).

3.8 Research Limitations

It is a barrier occurred during study. Time and cost is one of research limitation, to overcome it scholar use secondary data to collect wide data in less time and cost-effective manner.

3.9 Cost

The researcher incurred cost of £ 100 to conduct the research study. The amount incurred on making questionnaire as well as get access to paid scholarly resources to maintain accuracy.

4.0 Access

To investigate the impact of AI on marketing, researcher requires access to a particular group for conducting survey, secondary data as well as some tools to evaluate data.

4. TIMELINE

References

The impact of AI on a functional area marketing within a Tesco Case Study Sample

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Books and Journals

• Ahmed, M.R. and Ahmed, B., 2024. Artificial Intelligence Creates Competitive Advantage. Ahmed, MR, & Ahmed, BE (2024). The Business Review Journal,(30), 2.
• Arce, C.G.M., Valderrama, D.A.C., Barragán, G.A.V. and Santillán, J.K.A., 2024. Optimizing business performance: Marketing strategies for small and medium businesses using artificial intelligence tools. Migration Letters, 21(S1), pp.193-201.
• Basha, M., 2023. Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), pp.993-1004.
• Hasan, N., Rana, R.U., Chowdhury, S., Dola, A.J. and Rony, M.K.K., 2021. Ethical considerations in research. Journal of Nursing Research, Patient Safety and Practise (JNRPSP) 2799-1210, 1(01), pp.1-4.
• Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing. Journal of the academy of marketing science, 49, pp.30-50.
• Ifekanandu, C.C., Anene, J.N., Iloka, C.B. and Ewuzie, C.O., 2023. Influence of artificial intelligence (AI) on customer experience and loyalty: Mediating role of personalization. Journal of Data Acquisition and Processing, 38(3), p.1936.
• Iyelolu, T.V., Agu, E.E., Idemudia, C. and Ijomah, T.I., 2024. Leveraging artificial intelligence for personalized marketing campaigns to improve conversion rates. International Journal of Engineering Research and Development, 20(8), pp.253-270.
• Koswara, A. and Herlina, L., 2025. The Ethical Deviations of AI in Marketing Practices: A Critical Review from Halal Perspectives. Research of Islamic Economics, 2(2), pp.105-116.
• Kotyrlo, O., Naboka, R., Nestor, V., Tyshko, D. and Panasenko, O., 2024. Ways to use artificial intelligence to improve the personalisation of marketing strategies and improve the effectiveness of communication with consumers. Multidisciplinary Reviews, 8.
• Krenn, M., Pollice, R., Guo, S.Y., Aldeghi, M., Cervera-Lierta, A., Friederich, P., dos Passos Gomes, G., Häse, F., Jinich, A., Nigam, A. and Yao, Z., 2022. On scientific understanding with artificial intelligence. Nature Reviews Physics, 4(12), pp.761-769.
• Potwora, M., Vdovichena, O., Semchuk, D., Lipych, L. and Saienko, V., 2024. The use of artificial intelligence in marketing strategies: Automation, personalization and forecasting. Journal of Management World, 2, pp.41-49.
• Rastogi, C., Zhang, Y., Wei, D., Varshney, K.R., Dhurandhar, A. and Tomsett, R., 2022. Deciding fast and slow: The role of cognitive biases in ai-assisted decision-making. Proceedings of the ACM on Human-computer Interaction, 6(CSCW1), pp.1-22.
• Selvarajan, G.P., 2021. Harnessing AI-Driven Data Mining for Predictive Insights: A Framework for Enhancing Decision-Making in Dynamic Data Environments. International Journal of Creative Research Thoughts, 9(2), pp.5476-5486.
• Sinha, R.R. and Khanna, B., 2022. Estimation of population mean under probability proportional to size sampling with and without measurement errors. Concurrency and Computation: Practice and Experience, 34(18), p.e7023.
• Taherdoost, H., 2022. What are different research approaches? Comprehensive review of qualitative, quantitative, and mixed method research, their applications, types, and limitations. Journal of Management Science & Engineering Research, 5(1), pp.53-63.

Online

• Tesco. 2025. Online. Available through: < https://www.tescoplc.com/about>