Artificial Intelligence in Marketing Analytics

Xiaojing Dong ()
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Xiaojing Dong: Santa Clara University, Leavey School of Business

Chapter Chapter 12 in Marketing Analytics and Data Science, 2026, pp 219-233 from Springer

Abstract: Abstract Artificial intelligence (AI) refers to the development of computer systems capable of performing tasks traditionally associated with human intelligence. These tasks include learning, reasoning, problem-solving, perception, and language understanding. In recent years, AI has become a transformative force across industries, enabling more personalized, data-driven, and scalable decision-making. In marketing, AI powers recommendation systems, customer segmentation, and, increasingly, the generation and analysis of unstructured data such as text, images, and videos.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-11130-2_12

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DOI: 10.1007/978-3-032-11130-2_12

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