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Artificial Intelligence: New Challenges, Opportunities, and Threats in Marketing, Media, and Communication

Author

Listed:
  • Carlo Nardello

    (Università di Roma “La Sapienza”)

  • Lorenzo Iannarilli

    (LUMSA University)

  • Edoardo Giaroli

    (Daat Consulting Srl)

Abstract

This chapter explores the impact of artificial intelligence (AI) on marketing, media, and communication, focusing on the challenges, opportunities, and threats. It discusses the state of the art in AI applications, including data analysis, personalization, content generation, and audience engagement. The chapter examines threats such as echo chambers, fake news, and biased data sources, while also highlighting professional and ethical challenges. It explores opportunities for enhanced targeting, content personalization, automation, and data-driven insights. The chapter emphasizes the need for responsible AI deployment and human judgment. Overall, it provides a comprehensive overview of the implications of AI in these domains.

Suggested Citation

  • Carlo Nardello & Lorenzo Iannarilli & Edoardo Giaroli, 2024. "Artificial Intelligence: New Challenges, Opportunities, and Threats in Marketing, Media, and Communication," Progress in IS,, Springer.
    • Handle: RePEc:spr:prochp:978-3-031-73514-1_7
    DOI: 10.1007/978-3-031-73514-1_7
    as

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