Theoretical Exploration of the Application of Artificial Intelligence in Optimizing Inbound Marketing Practices

Chouaib Dakouan, Redouane Benabdelouahed and Oumaima Lebbar
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Chouaib Dakouan: Hassan II University
Redouane Benabdelouahed: Hassan II University
Oumaima Lebbar: ISTEC Business School

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 1-9 from Springer

Abstract: Abstract In the current era of digital revolution, this study investigates the incorporation of artificial intelligence (AI) into inbound marketing, its applications, impact, and hurdles. AI is fundamentally changing the way currency is moved and spent online. AI is revolutionizing all inbound marketing strategies as it automatically completes monotonous, invaluable tasks, supports highly individualized content serving, and is vastly improving predictive analytics, which predict consumer behavior. These advances will enable organizations to enhance operational productivity, maximize campaign results, and leverage customer relationships. But the use AI in marketing is necessarily not free from some limitations. The chapter analyzes the ethical and technical considerations of AI deployment, including algorithmic bias, data privacy issues, and the opacity of AI-informed decision-making. Additionally, organizational resistance, as well as technological constraints, inhibit the widespread adaptability of AI solutions. The study is a conceptual synthesis of literature written for both practitioners and scholars and draws on a broad examination of academic and professional literature in major databases. Marketers, for their part, gain implementable ideas on how artificial intelligence can be applied to make their inbound marketing more adaptive and efficient. Academics receive a systematic theory that compiles existing, scattered knowledge into a coherent perspective on AI in the inbound-marketing system. This work’s originality is based on its integrative and theoretical perspective. Instead of separating the constituent technologies, the chapter develops a holistic conceptual framework that emphasizes the transformative power of AI through the entire inbound marketing funnel—from drawing prospects in to developing ongoing customer relationships. It further informs discussions related to the ethical regulation of AI in marketing and provides signposts for future research into the interplay between intelligent technologies and marketing’s influence and engagement strategies.

Keywords: Artificial intelligence (AI); Inbound marketing; Generative AI (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_1

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DOI: 10.1007/978-3-032-12968-0_1

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