Artificial Intelligence (AI) and Cyber Tools in Marketing and Sales

Marc Helmold
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Marc Helmold: IU, International University of Applied Sciences

Chapter 22 in Performance Excellence in Marketing, Sales and Pricing, 2022, pp 235-245 from Springer

Abstract: Abstract Of all a company’s functions, marketing has perhaps the most to gain from artificial intelligence. Marketing’s core activities are understanding customer needs, matching them to products and services and persuading people to buy – capabilities that AI can dramatically enhance (Kreuzer, 2022). No wonder a 2018 McKinsey analysis of more than 400 advanced use cases showed that marketing was the domain where AI would contribute the greatest value. Chief marketing officers are increasingly embracing the technology: An August 2019 survey by the American Marketing Association revealed that implementation of AI had jumped 27% in the previous year and a half. Also, a 2020 Deloitte global survey of early AI adopters showed that three of the top five AI objectives were marketing oriented: enhancing existing products and services, creating new products and services and enhancing relationships with customers.

Date: 2022
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DOI: 10.1007/978-3-031-10097-0_22

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