Effectiveness and universality of artificial intelligence implementation in modern marketing : media and cosmetics industry
Vrublevskaia, Olga (2021)
Vrublevskaia, Olga
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061015668
https://urn.fi/URN:NBN:fi:amk-2021061015668
Tiivistelmä
The thesis work was aimed at proving the effectiveness and universality of artificial intelligence implementation in modern marketing. Many entrepreneurs questioned artificial intelligence marketing effectiveness and many consumers had biased opinions on artificial intelligence. The following steps helped in unveiling artificial intelligence stereotypes and proving its benefits.
Theoretical section consisted of two chapters where the framework for artificial intelligence and marketing were explained. The main types of artificial intelligence were reactive machines, limited memory, theory of mind and self-aware artificial intelligence. Also, particular artificial intelligence technologies were discussed. Marketing mix (4 Ps: product, price, place, promotion) was the base for describing marketing theoretical framework along with 4 As from the customer perspective (acceptability, affordability, accessibility, awareness). The intersection of the two fields was represented by demonstrating artificial intelligence influence on each of the 4 Ps and 4 As.
Empirical section comprised two chapters. The data collected through two surveys served the base for qualitative analysis of people’s awareness of and knowledge on artificial intelligence and artificial intelligence marketing. Moreover, two companies from different industries were case studied. Netflix (entertainment and media industry) and Sephora (beauty and cosmetics industry) both used artificial intelligence in their marketing strategies. The use cases were described and analysed with the regard of their influence on company’s and customers’ perspectives of the marketing mix.
The result demonstrates that implementing artificial intelligence technologies in marketing is effective. Artificial intelligence brings substantial improvements to the company’s marketing mix and attracts customers as their prospect is also impacted positively. Furthermore, as both companies progress after artificial intelligence marketing application, the universality of the method for different industries is proven as well.
Further study is needed to reveal a more detailed impact of artificial intelligence on marketing, for example, taking 7 or 9 Ps concept. Also, other industries may use other artificial intelligence technologies in marketing that can be studied. Artificial intelligence field is significantly developing nowadays and therefore opens substantial opportunities for further research.
Theoretical section consisted of two chapters where the framework for artificial intelligence and marketing were explained. The main types of artificial intelligence were reactive machines, limited memory, theory of mind and self-aware artificial intelligence. Also, particular artificial intelligence technologies were discussed. Marketing mix (4 Ps: product, price, place, promotion) was the base for describing marketing theoretical framework along with 4 As from the customer perspective (acceptability, affordability, accessibility, awareness). The intersection of the two fields was represented by demonstrating artificial intelligence influence on each of the 4 Ps and 4 As.
Empirical section comprised two chapters. The data collected through two surveys served the base for qualitative analysis of people’s awareness of and knowledge on artificial intelligence and artificial intelligence marketing. Moreover, two companies from different industries were case studied. Netflix (entertainment and media industry) and Sephora (beauty and cosmetics industry) both used artificial intelligence in their marketing strategies. The use cases were described and analysed with the regard of their influence on company’s and customers’ perspectives of the marketing mix.
The result demonstrates that implementing artificial intelligence technologies in marketing is effective. Artificial intelligence brings substantial improvements to the company’s marketing mix and attracts customers as their prospect is also impacted positively. Furthermore, as both companies progress after artificial intelligence marketing application, the universality of the method for different industries is proven as well.
Further study is needed to reveal a more detailed impact of artificial intelligence on marketing, for example, taking 7 or 9 Ps concept. Also, other industries may use other artificial intelligence technologies in marketing that can be studied. Artificial intelligence field is significantly developing nowadays and therefore opens substantial opportunities for further research.