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

Author

Listed:
  • Vincent Charles

    (Queen’s University Belfast)

  • Nripendra P. Rana

    (Qatar University)

  • Ilias O. Pappas

    (University of Agder
    Norwegian Univesity of Science and Technology)

  • Morten Kamphaug

    (Deloitte)

  • Keng Siau

    (City University of Hong Kong)

  • Kenth Engø-Monsen

    (Smart Innovation Norway)

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.

Suggested Citation

  • Vincent Charles & Nripendra P. Rana & Ilias O. Pappas & Morten Kamphaug & Keng Siau & Kenth Engø-Monsen, 2024. "The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach," Information Systems Frontiers, Springer, vol. 26(3), pages 851-856, June.
    • Handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-023-10462-x
    DOI: 10.1007/s10796-023-10462-x
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