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Marketing and Artificial Intelligence

Author

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  • Krystyna Jarek
  • Grzegorz Mazurek

Abstract

In recent years, artificial intelligence (AI) has become an emerging trend in different fields: science, business, medicine, automotive and education. AI has also reached marketing. The aim of the paper is to research how deeply AI is applied in marketing and what implications there are for marketing practitioners. Authors stated two research questions - which areas of AI are used in marketing and what implications AI delivers for marketing managers. To answer those questions, the authors conducted research on secondary data with AI examples used for marketing purpose. The analysis of gathered examples shows that AI is widely introduced into the marketing field, though the applications are at the operational level. This may be the effect of careful implementation of the new technology, still at the level of experimenting with it. The uncertainty of the outcome of AI implementation may affect the caution in putting these innovations into practice as well. Gathered examples proved that AI influences all aspects of marketing mix impacting both consumer value delivery as well as the marketing organization and management. The paper delivers implications for business, especially ideas about implementing AI into marketing, designing innovations and the ideas on how to incorporate new skills into marketing team required by the new technology.

Suggested Citation

  • Krystyna Jarek & Grzegorz Mazurek, 2019. "Marketing and Artificial Intelligence," Central European Business Review, Prague University of Economics and Business, vol. 2019(2), pages 46-55.
    • Handle: RePEc:prg:jnlcbr:v:2019:y:2019:i:2:id:213:p:46-55
    DOI: 10.18267/j.cebr.213
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    References listed on IDEAS

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    1. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
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    Citations

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    Cited by:

    1. Dorota Kurek, 2021. "Use of Modern IT Solutions in the HRM Activities: Process Automation and Digital Employer Branding," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 152-170.
    2. Adam Madleňák & Václav Kupec & Vladimíra Hladíková & Přemysl Písař & Michael Kupec, 2023. "Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, September.
    3. Zaenal Aripin & Uce Karna Suganda & Allizia Zulfa Kusumah, 2022. "Marketing intelligence: Innovation ability to anticipate global competition," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 328-339, January.
    4. repec:ers:journl:v:xxiv:y:2021:i:special1:p:152-170 is not listed on IDEAS
    5. Andrea Mauro & Andrea Sestino & Andrea Bacconi, 2022. "Machine learning and artificial intelligence use in marketing: a general taxonomy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 439-457, December.
    6. Lukasz Wojtowicz & Katarzyna Kalinowska & Adam Weinert, 2024. "The Determinants of Harnessing AI in Shaping Company’s Image," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1288-1300.
    7. Isensee, Carmen & Griese, Kai-Michael & Teuteberg, Frank, 2022. "Sustainable Artificial Intelligence im Marketing am Beispiel des SDG 12," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 7(01/2022), pages 33-46.
    8. Sharjana Alam Shaily & Nazmun Nahar Emma, 2021. "Integration of Artificial Intelligence Marketing to Get Brand Recognition for Social Business," International Review of Management and Marketing, Econjournals, vol. 11(4), pages 29-37.

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    More about this item

    Keywords

    artificial intelligence; AI; marketing; AI application; AI implications; AI in Marketing;
    All these keywords.

    JEL classification:

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

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