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The impacts of artificial intelligence on the future of marketing and customer behaviour

Author

Listed:
  • Ayat Sami ODEIBAT

    (University of Debrecen, Faculty of Business and Economics, Károly Ihrig Doctoral School of Management and Business, Debrecen, Hungary)

Abstract

Artificial Intelligence (AI) is quickly transforming the marketing landscape, providing unprecedented opportunities for businesses to optimize strategies and improve customer experiences. This literature review looks at the various applications of AI in marketing and their potential impact on consumer behavior. The study delves into key aspects of AI, from its intelligence to ethical concerns about its use. Furthermore, it investigates how AI is used in various aspects of marketing, such as planning and strategy, product management, pricing, location management, and promotion. Previous research findings highlight AI's transformative potential for increasing marketing efficiency, effectiveness, and customer engagement. However, the study emphasizes the importance of responsible implementation and raises ethical and societal concerns about AI adoption.

Suggested Citation

  • Ayat Sami ODEIBAT, 2024. "The impacts of artificial intelligence on the future of marketing and customer behaviour," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, vol. 0(1), pages 19-34, July.
    • Handle: RePEc:cmj:journl:y:2024:i:1:p:19-34
    DOI: 10.70147/c261934
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    More about this item

    Keywords

    Artificial Intelligence; automation; marketing; customer behavior; AI ethic;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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