Künstliche Intelligenz im Marketing: Möglichkeiten und Herausforderungen

Gioia Volkmar, Sven Reinecke and Peter Mathias Fischer

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 3, 359-375

Abstract: Artificial Intelligence (AI) is becoming increasingly important in solving many tasks that were previously performed by humans. Many companies are planning to introduce AI applications in the near future, but tend to neglect the holistic implementation in their corporate strategy.en As part of an international, qualitative trend study on "Artificial Intelligence in Marketing", the possibilities and challenges of AI in its application in marketing were examined. For this purpose, 39 interviews with experts from academia, technology, and management were carried out. On the one hand, possibilities and limits as well as challenges relating to the application of AI in marketing in various industries were explored. On the other hand, factors were discussed that influence management in terms of expectations, decisions, and implementation of AI technologies. In the following, the main results of the study regarding the challenges and possibilities of AI in marketing are revealed.

Date: 2021
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DOI: 10.5771/0042-059X-2021-3-359

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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