Artificial Intelligence and Automation in Marketing

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 6 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 131-196 from Springer

Abstract: Abstract In this chapter, the reader learns how Artificial Intelligence (AI) and automation, as core technologies of modern marketing, are applied across all phases of the Marketing Technology Framework. It begins with the fundamentals of automation, including definitions, benefits, and use cases, as well as a maturity model for process automation. Furthermore, it explains how companies can efficiently automate processes using iPaaS solutions and AI agents. The chapter then explores key concepts of AI in marketing—from dynamic customer segmentation and real-time forecasting to measuring marketing performance. In addition, it demonstrates how AI can be used for hyper-personalization and automated content creation. Finally, the chapter presents smart automation solutions for engagement processes, including chatbots, real-time assistance, and programmatic advertising. Practical tips and best practices facilitate the implementation of these technologies in marketing.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_6

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DOI: 10.1007/978-3-658-51166-1_6

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