University of Twente Student Theses
Unveiling Novel AI Use-Cases in Marketing: Bridging the Gap between AI Innovations and Marketing Core Processes for Effective Communication with Marketing Professionals
Mitolo, Alexander (2023) Unveiling Novel AI Use-Cases in Marketing: Bridging the Gap between AI Innovations and Marketing Core Processes for Effective Communication with Marketing Professionals.
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| Abstract: | Artificial Intelligence (AI) has revolutionised our lifestyles and work environments, bringing forth a plethora of transformative technologies. These advancements have empowered organisations to amplify their operational effectiveness, reduce costs, and gain a competitive advantage. However, despite the myriad advantages offered by these cutting-edge technologies, numerous professionals continue to grapple with comprehending their value and harnessing them effectively to attain their goals. While extensive research has been conducted on these AI use-cases, particularly in recent years, existing studies often present these concepts in technical and complex language. In contrast, this research aims to provide practical explanations that can be easily understood and applied by marketing professionals. The aim of this research is to showcase the novel use-cases of AI, explore which marketing core processes they can be applied to and how to best explain these use-cases to marketing professionals. A systematic literature review is conducted to develop an up-to-date overview of the use-cases of AI for marketing purpose. These use cases are then linked to the core marketing processes and transformed into a qualitative questionnaire. The questionnaire explores how to effectively communicate these use-cases to marketing professionals in a manner they can understand. The study will aid researchers in communicating AI technology with managers and companies. This study discovered a plethora of use-cases that have applications across four core marketing processes. Furthermore, this study found that linking these use-cases to the core processes and explaining them in simple terms is an effective communication for managers to understand. However, many managers expressed that more visual and hands on approaches would be beneficial for them, and this would aid in them gaining a deeper understanding. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/95322 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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