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Künstliche Intelligenz im Marketing und im Vertrieb – Evolutionsstufen und Anwendungsbereiche

In: Digitales Management und Marketing

Author

Listed:
  • Martin Handschuh

    (eco2nomy GmbH)

  • Stefan Detscher

    (Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen)

Abstract

Zusammenfassung Bereits heute stehen sowohl in der B2C- als auch in der B2B-Vermarktung vielfältige auf Künstlicher Intelligenz basierende Anwendungen mit substanziellem Wirkungspotenzial bereit. Damit entwickelt der Bereich des sogenannten MarSales Tech sich stetig weiter. Zukünftig ist ein massiver Innovationssprung mittels „Market Creating and Activating Artificial Intelligence“ zu erwarten – für die Steuerung komplexer Systeme, für stark personalisierte Lebenszyklusangebote, für automatisierte Kundeninteraktionen und für die Erzeugung von „Hypes“.

Suggested Citation

  • Martin Handschuh & Stefan Detscher, 2021. "Künstliche Intelligenz im Marketing und im Vertrieb – Evolutionsstufen und Anwendungsbereiche," Springer Books, in: Stefan Detscher (ed.), Digitales Management und Marketing, chapter 0, pages 293-303, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33731-5_18
    DOI: 10.1007/978-3-658-33731-5_18
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