Artificial Intelligence in Marketing - drivers and challenges

Vanya Lazarova

Innovative Information Technologies for Economy Digitalization (IITED), 2024, issue 1, 32-36

Abstract: This report presents the drivers and challenges when using artificial intelligence in marketing. Marketing is an area in which the influence of artificial intelligence is most strongly felt. In all marketing activities, there is a strong penetration of programs based on artificial intelligence. The factors and drivers for the use of artificial intelligence in marketing are examined, as well as some challenges that need to be considered due to the rapid development of various artificial intelligence application tools.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iitfed:y:2024:i:1:p:32-36

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