Main Article Content
The artificial intelligence focuses on the learning behaviors of human on any specific issue and develop intelligent systems for tackling the issues in future. The call analytics is technique of artificial intelligence that is now being adopted in business and especially the marketing. This study has focused on the implications and applications of call analytics in business. Moreover, it aligned it with artificial and marketing intelligence. Due to qualitative nature of this research, the data were gathered from secondary sources including books, journal articles, conference articles and online sources. The results of this research highlighted that call analytics is now significantly used by marketers and the companies must adopt this application of intelligence system to formulate effective marketing strategies. This concept of call analytics is least researched in area of marketing and researchers should consider it literary discussions.