Artificial Intelligence in Marketing: A Comparative Analysis of Account-Based and Customer-Based Strategies

The rise of Artificial Intelligence is reshaping how we see the modern world—playing a crucial role in marketing by enabling thedata-driven decision-making approach, hyper-personalized texts, and automation. Businesses are highly dependent on AI-driven toolsfor predictive analysis and customer segmentation to optimize marketing efforts. Two Key approaches in AI-driven marketing arethe Account-based marketing (ABM) and the Customer-Based Marketing (CBM). Where ABM focuses on targeting the high-valueaccounts in the B2B marketing sector, while CBM emphasizes personalized engagement with individual customers sector based onbehavioral data and preferences of the individual. The term CBM is not widely used in the market, but its principles are activelyapplied 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 exploresand studies the evolution of AI in modern marketing, the adoption and implementation of ABM and CBM in the current globalscenarios, and the challenges that businesses are facing in scaling AI-driven personalization for individuals.Keywords: Account-Based Marketing (ABM), Customer-Based Marketing (CBM), Rises of AI, Modern Marketing