Artificial Intelligence in digital marketing: now and in the future
Holmi, Jimmy (2021)
Lataukset:
Holmi, Jimmy
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052711776
https://urn.fi/URN:NBN:fi:amk-2021052711776
Tiivistelmä
This is a study conducted in the field of digital marketing with the usage of AI, the aim of the study was to find the impact that AI currently has on digital marketing and what it could look like in the future. The structure is divided into five different sections, introduction, method, literature review, results, and conclusion. Introductions explain the basics of AI, as well as the setting and process of the study. The theory part was crafted from various scientific articles found online and some websites. The literature review goes deeper into different forms of AI and how they work, it also separately explains the basics of digital marketing and how forms of AI can be used in digital marketing. In the result section, the interview material is written down and discussed around the topics that are explained below. The references were picked with the date in mind, and they go through some of the technical aspects of AI and Digital marketing and, also how it is used combined.
Limitations include participants that work in Finland in the digital marketing industry and have experience in using software with AI. The material was gathered through semi-structured interviews. 5 participants were interviewed that work or have been working in the marketing industry and have used or are using AI in daily work. After the interviews were analyzed with a thematic analysis where the author tried to find similarities around the data and puzzle them together for information on how AI has impacted the digital marketing
industry.
The main results consisted of automating repetitive tasks, improved optimization, improved efficiency therefore after an initial investment saving time and money if done right.
Conclusion mentions that AI can greatly benefit the field of digital marketing but requires marketeers to be ready for change and eager to learn new things.
Limitations include participants that work in Finland in the digital marketing industry and have experience in using software with AI. The material was gathered through semi-structured interviews. 5 participants were interviewed that work or have been working in the marketing industry and have used or are using AI in daily work. After the interviews were analyzed with a thematic analysis where the author tried to find similarities around the data and puzzle them together for information on how AI has impacted the digital marketing
industry.
The main results consisted of automating repetitive tasks, improved optimization, improved efficiency therefore after an initial investment saving time and money if done right.
Conclusion mentions that AI can greatly benefit the field of digital marketing but requires marketeers to be ready for change and eager to learn new things.