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Artificial Intelligence as Enabler in the Marketing Process: A Research Agenda

Ritter, Alina Isabel (2019) Artificial Intelligence as Enabler in the Marketing Process: A Research Agenda.

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Abstract:Over the last years the digital transformation of retailing activities has become very important to stay competitive in the increasingly dynamic markets. New technologies came with new implications for marketing activities and opened up many opportunities for better performance. One of them being the use of artificial intelligence. The technologies help the marketers better understand the customers and enables them to target them better and customize the marketing actions and messages. Learning about the impact of AI on marketing is very important in terms of understanding the current technological developments and thinking about their capabilities. The problem is that the developments are quite recent and therefore there is not enough in depths research yet, which makes it difficult for marketeers to utilize the technologies. This paper provides a research agenda to the current application of artificial intelligence in marketing practices, future trends and their influence on the future of marketing practices. The paper includes a broad literature review over the topic of artificial intelligence and identifies that future research should be done in the areas of master algorithms, real- life customer interaction, independent machines and strong beyond human artificial intelligence as well as the potential ethical problems that come along.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Artificial intelligence, Digital marketing, Deep learning, Machine learning, Advertisement, Customer relationship management, Innovation
Link to this item:http://purl.utwente.nl/essays/78632
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