Artificial Intelligence Enabled Solutions in Marketing: Case Ekokompassi

Abstract

Artificial Intelligence is a relevant field in computer science which is emerging into businesses. Due to the complexity of the concept itself, it is important to understand what AI is and how it can be integrated into the marketing operations in a business.

The objective of this thesis was to utilize the information and insights gathered from experts in the field of computer science, business and marketing to gain a holistic view of the current and future capabilities of artificial intelligence in marketing so that recommendations could be provided to the commissioning company Ekokompassi Oy. The research questions are how to use artificial intelligence in marketing, secondly what are the future predictions in the field of marketing and AI and finally what are the potential AI enabled solutions in marketing for Ekokompassi.

Qualitative tools, more precisely in-depth-interviews, were used to gather the main data in this research. The main data was analysed using content analysis methods from which four main categories were extracted for further examination.

The main conclusions of this study answered the initial research questions reinforcing the knowledge gained from the theory. The conclusions indicated that companies which leverage technology in their business strategies can gain an advantage over their competitors who remain to work in traditional ways. AI can predict, analyse and personalize one to one marketing messages to consumers at scale and with precision that humans are incapable of. Companies should not fear technology but embrace it throughout the core functions of the business bearing in mind the issues around ethics and data privacy. The best time to begin gathering business data is today.