The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach

Vincent Charles (), Nripendra P. Rana (), Ilias O. Pappas (), Morten Kamphaug (), Keng Siau () and Kenth Engø-Monsen ()
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Vincent Charles: Queen’s University Belfast
Nripendra P. Rana: Qatar University
Ilias O. Pappas: University of Agder
Morten Kamphaug: Deloitte
Keng Siau: City University of Hong Kong
Kenth Engø-Monsen: Smart Innovation Norway

Information Systems Frontiers, 2024, vol. 26, issue 3, No 1, 856 pages

Abstract: Abstract The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel ways of using AI techniques to derive innovative insights that can streamline marketing processes and make businesses more effective. The papers herein contribute not only to the advancement of knowledge and understanding surrounding the utilisation of AI in marketing but also play a crucial role in establishing a renewed and revitalised research agenda.

Keywords: Artificial intelligence; Digital technologies; Data-driven decision-making; Marketing strategy; Consumer behaviour (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10796-023-10462-x

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