Transforming marketing with artificial intelligence

Christi Olson and Jennifer Levy

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 4, 291-297

Abstract: Artificial intelligence (AI) is the technology where marketers expect the most growth over the next two years. The benefits of such growth will be twofold. Firstly, AI offers a means of saving time and becoming more efficient. Marketing insights, automation and execution will allow marketers to drive better business results and spend more time on strategy and creative development. AI offers marketers a way to scale personalisation in their marketing execution without burdening their teams. It also gives marketers new ways to provide value to their customers and build lifetime value models, making them more relevant. These deeper relationships are made possible by enabling marketers to get more real-time insights and to leverage predictive analytics to get a better understanding of their audience. AI gives marketers a richer user understanding, making them smarter and more effective. This paper discusses how marketers can use AI to leverage sophisticated reasoning, understanding and interacting to deepen their customer relationships through more natural and personalised forms of engagement.

Keywords: artificial intelligence; marketing; data; search engine optimisation; AI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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