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Artificial Intelligence (AI) has been the biggest revolution of the 21st century impacting every aspect of the business, sales being no different. The paper experiments the effect of marketing on 4500 customers using AI and humans. The outcomes of the research reveal the effectiveness of AI is the same as experienced salesmen and 2.7 times better than inexperienced salesmen is closing the sales calls. The sales graph experienced a dip by over 86.23% when it was revealed to the customer that the interface is with the machine, not humans and reduced the duration of the call substantially. The paper shows that Indians do not believe Artificial Intelligence and still prefer human interface as they do not trust machines over human emotions. The effectiveness of AI drastically reduces despite its superiority over humans in various aspects. The paper identifies the strategies to overcome the trust deficit that exists among Indian customers. The outcomes show how AI can be used, and how marketing could be done using AI in conservative markets such as India.

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is concerned. The research builds a model based on brand and consumer interactions in Indian B2B markets using a vector autoregressive model to systemically analyze the cost and outcome of digital marketing efforts by the start-ups operating in South Asia. The multivariate time series analyzed in identifying simultaneous and consistent impacts by the start-ups. We use Vector autoregressive model as it allows us to analyse the relationship among the factors as it changes over time. The research finds evidence for the conceptual framework in South Asian markets. The results prove that sales are greatly influenced by digital media, and outbound marketing efforts, predominantly word of mouth, has a huge impact in building a brand image as it spread over in the social media platforms. It is observed that the digital marketing strategies and consumer interaction are the same across South Asia, but its effect varies from country to country within South Asia thus suggesting a need of developing a new strategy in digital marketing for B2B markets.

Under the background of ‘mass entrepreneurship and innovation’, Chinese colleges and universities have strengthened students’ entrepreneurial and innovative abilities. The article first analyses the reasons why applied universities should strengthen innovation and entrepreneurship education. On this basis, the evaluation index system of students’ innovation and entrepreneurship ability is constructed. The thesis uses the nonlinear structural model to complete the index weight setting. Finally, the paper verifies the effectiveness of the combined evaluation model through the data on innovation and entrepreneurship of college students in an university where applied. At the same time, the article proposes measures for optimising the ecological environment of innovation and entrepreneurship education for colleges and universities.

The latest “Guide to College English Teaching” lists cross-cultural education as an important part of college English courses. At the same time, ICAO ’s requirements for civil aviation pilots and controllers ’cross-cultural abilities increase year by year, which raises new requirements for the cultivation of cultural abilities. This article explores this subject from two aspects of cross-cultural psychology and cross-cultural behavior, using SPSS22.0 data analysis method and Delphi method to establish an evaluation model, which includes four first-level indicators: attitude, awareness, knowledge and skill. Attitude and consciousness evaluate cross-cultural psychology, and knowledge and skills evaluate cross-cultural behavior. Under the 4 first-level indicators, there are 6 second-level indicators and 17 third-level indicators. This paper uses the accuracy and convenience of language operators in the process of information conversion to transform fuzzy subjective qualitative analysis into quantitative analysis, and proposes a set of evaluation methods for cross-cultural competence based on language operators. At the same time, an empirical study was conducted with C University as an example. The statistical results show that the method has good applicability and scientificity for the evaluation of the cross-cultural competence of civil aviation college students.