Artificial intelligence in marketing theory and marketing practice : practical recommendations for companies on the best way to implement or develop AI
Mekhanikov, Andrei (2022)
Mekhanikov, Andrei
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112323641
https://urn.fi/URN:NBN:fi:amk-2022112323641
Tiivistelmä
The study is devoted to the consideration of AI in marketing theory and marketing practice. The relevance of this work can be explained not only by the growing investment in the development of artificial intelligence, and the shift of technological trends increasingly in the direction of AI, but also the growing amount of unstructured data accumulated by companies and their importance, especially for marketing, because this type of data is a place where many effective insights into consumer behavior and not only. Also, the current situation with COVID-19 pandemic and related changes, namely the mass shift to remote working, changes in consumer behavior have added relevance to this topic. It is artificial intelligence in this situation can play an important role in providing a competitive advantage to companies that are already using it to solve marketing problems.
To achieve the objective, the different tasks need to be carried out: Analysis of the scientific literature on AI and marketing; Consideration of the theoretical aspects of marketing to understand where the application of artificial intelligence can be attributed; Analysis of existing applications of artificial intelligence in marketing, as well as existing models for implementation in marketing processes; Analysis of the market for AI-based solutions, highlighting existing solutions and classifying them according to their marketing objectives; Understanding the current state of Artificial Intelligence and possible directions for its development in the short term through empirical research, namely in-depth interviews with experts in the field of Artificial Intelligence.
The study analyzed the existing scientific literature on artificial intelligence and marketing and identified the main areas of research interest, namely personalization, textual information analysis, and analysis of the emotional content of statements. It shows that there is an evolution in analytics and an increase in its impact on companies.
To achieve the objective, the different tasks need to be carried out: Analysis of the scientific literature on AI and marketing; Consideration of the theoretical aspects of marketing to understand where the application of artificial intelligence can be attributed; Analysis of existing applications of artificial intelligence in marketing, as well as existing models for implementation in marketing processes; Analysis of the market for AI-based solutions, highlighting existing solutions and classifying them according to their marketing objectives; Understanding the current state of Artificial Intelligence and possible directions for its development in the short term through empirical research, namely in-depth interviews with experts in the field of Artificial Intelligence.
The study analyzed the existing scientific literature on artificial intelligence and marketing and identified the main areas of research interest, namely personalization, textual information analysis, and analysis of the emotional content of statements. It shows that there is an evolution in analytics and an increase in its impact on companies.