Marketing and Artificial Intelligence

TLDR

Artificial intelligence has emerged as a trend across science, business, medicine, automotive, and education, and has recently entered marketing, where its experimental implementation and uncertain outcomes still prompt cautious adoption. The study investigates the extent of AI use in marketing and its implications for marketing managers. The authors analyzed secondary data comprising AI examples applied in marketing to address their research questions. The analysis reveals that AI is broadly adopted in marketing at an operational level, influencing all facets of the marketing mix, consumer value delivery, and organizational management, and offers business implications for implementation, innovation design, and skill integration.

Abstract

In recent years, artificial intelligence (AI) has become an emerging trend in different fields: science, business, medicine, automotive and education. AI has also reached marketing. The aim of the paper is to research how deeply AI is applied in marketing and what implications there are for marketing practitioners. Authors stated two research questions - which areas of AI are used in marketing and what implications AI delivers for marketing managers. To answer those questions, the authors conducted research on secondary data with AI examples used for marketing purpose. The analysis of gathered examples shows that AI is widely introduced into the marketing field, though the applications are at the operational level. This may be the effect of careful implementation of the new technology, still at the level of experimenting with it. The uncertainty of the outcome of AI implementation may affect the caution in putting these innovations into practice as well. Gathered examples proved that AI influences all aspects of marketing mix impacting both consumer value delivery as well as the marketing organization and management. The paper delivers implications for business, especially ideas about implementing AI into marketing, designing innovations and the ideas on how to incorporate new skills into marketing team required by the new technology.