Abstract Artificial intelligence (AI) is at the forefront of a revolution in business and society. AI affords companies a host of ways to better understand, predict, and engage customers. Within marketing, AI’s adoption is increasing year-on-year and in varied contexts, from providing service assistance during customer interactions to assisting in the identification of optimal promotions. But just as questions about AI remain with regard to job automation, ethics, and corporate responsibility, the marketing domain faces its own concerns about AI. With this article, we seek to consolidate the growing body of knowledge about AI in marketing. We explain how AI can enhance the marketing function across nine stages of the marketing planning process. We also provide examples of current applications of AI in marketing.
From data to action: How marketers can leverage AI
Colin Campbell,S. Sands,Carla Ferraro,Hsiu-Yuan Tsao,Alexis Mavrommatis
Published 2020 in Business Horizons
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- Publication year
2020
- Venue
Business Horizons
- Publication date
2020-03-01
- Fields of study
Business, Computer Science
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Semantic Scholar
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