International Journal on Science and Technology

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Call for Paper Volume 17 Issue 2 April-June 2026 Submit your research before last 3 days of June to publish your research paper in the issue of April-June.
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AI-Driven Personalised Marketing Tools and Their Influence on Work-Life Balance and Technostress among Marketing Professionals: A Theoretical Perspective

Author(s) Ms. SAJIRAMOL AV, Dr. JISANA TK
Country India
Abstract As Artificial Intelligence (AI) continues its swift evolution, it has revolutionized marketing strategies in a wide range of sectors, allowing for personalized interactions, predictive analytics, automated communication, and real-time decision-making. In today's digital landscape, AI-powered custom marketing solutions have become essential for organizations that want to gain a competitive edge. These technologies make marketing more efficient and more customer-friendly, but the fact that they are being integrated into the workplace processes has completely changed the workplace environment for the marketing professional. A new set of opportunities and challenges for the employees has emerged with the constant interaction with intelligent systems, needs of data-driven decision making and the demand for instant customer response. Among the most important issues are the impact of AI adoption on work-life balance and technostress. Work-life balance is the capacity to effectively manage work and life responsibilities, while technostress is psychological stress that comes from the use of advanced technologies. Theoretically, the article analyzes the interconnection between the use of AI-based personalized marketing tools, work-life balance, and technostress among marketing practitioners. The conversation draws on the literature in digital transformation, technology acceptance, occupational stress, and organizational behavior to help understand how AI technologies affect employees' experiences. The article also delves deeper into the advantages, difficulties, theory, and management implications of AI implementation in marketing contexts. The findings can help inform the ongoing conversation about sustainable digital workplaces and the importance of maintaining a balance between technological advancements and employee wellbeing.
Keywords Artificial Intelligence, Personalized Marketing, Work-Life Balance, Technostress, Marketing Professionals, Digital Transformation.
Field Business Administration
Published In Volume 17, Issue 2, April-June 2026
Published On 2026-06-13
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