Название: Advances in Digital Marketing in the Era of Artificial Intelligence: Case Studies and Data Analysis for Business Problem Solving
Автор: Moez Ltifi
Издательство: CRC Press
Год: 2025
Страниц: 329
Язык: английский
Формат: pdf (true)
Размер: 14.8 MB

This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on Artificial Intelligence (AI). It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of Artificial Intelligence.

This book presents the concepts and applications of digital marketing in the age of Artificial Intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using Artificial Intelligence solutions. This enables specialists to apply advances in digital marketing in the age of Artificial Intelligence in the right way to serve customers and solve business problems in this competitive age.

Artificial Intelligence is the fact that a machine or a program performs tasks by imitating human cognitive functions. The fields of application of Artificial Intelligence are constantly expanding into ever wider areas. Today, many companies see Artificial Intelligence (AI) as the future of marketing strategy. With its extraordinary ability to collect and analyze customer data, AI can have a huge impact on marketing strategy. It is increasingly being used by companies to meet marketing needs, such as directing e-mail campaigns, social media strategies, conversing with customers (chatbots), etc.

Artificial Intelligence has become a game changer in the realm of advertising due to its ability to revolutionize the advertising industry and give better outcomes for advertisers. Marketers will definitely discover new and innovative methods to employ AI into their brand-building and advertising activities as technology evolves. AI has been a vital component for the success of the advertising industry, whether in ad-tech, CTV advertising, or personalization. Advertisers may increase the effectiveness and efficiency of their campaigns by leveraging the power of AI. Advertisers may offer more relevant and powerful commercials to the correct audience by employing AI, resulting in higher advertising effectiveness and a better return on investment. The goal of this chapter is to investigate the impact of Artificial Intelligence (AI) on consumer behavior and brand engagement, as well as to examine how AI technologies are impacting consumer behavior and redefining brand engagement methods in the context of advertising. The purpose of this chapter is to provide marketers and advertisers with practical insights and advice on how to use AI to better understand customer behavior and increase brand engagement.

By integrating AI-based chatbots like ChatGPT, some businesses have improved their customer experience across multiple sectors, as highlighted in the research by El Bakkouri et al., emphasizing the added value of integrating AI applications in finance, sales, and B2B sectors. Additionally, AI ensures efficient customer assistance, placing the customer at the core of business concerns. Notably, marketing is an ever-evolving field. As Haleem et al. suggest, “Marketing specialists can use AI to assess consumer behaviors and trends, anticipate future outcomes, and make necessary advertising adjustments. Moreover, this technology employs data, statistical algorithms, and advanced AI technologies to predict future trends. As AI systems review more data, they learn to improve their predictions, addressing boundaries in terms of ethics and social responsibility.”

Various forms of AI have emerged in recent years, with chatbots being of particular interest to marketers. These are autonomous software programs designed to converse with consumers more naturally and personally than previous robots. The advent of ChatGPT, an advanced form of chatbots based on OpenAI’s GPT-3.5 architecture, is distinguished by its ability to understand natural language inputs from users. ChatGPT can assist marketers in creating more human-like interactions with consumers, answering their queries, and offering personalized recommendations.

ChatGPT, short for Generative Pre-trained Transformer, represents an advanced language model developed by OpenAI, expressly engineered to generate responses that closely resemble human language. ChatGPT functions as an AI-powered natural language processing (NLP) chatbot platform, integrating the OpenAI GPT-3 system into its framework, as elucidated by Rathore (2023). It stands as one of the most powerful AI-driven chatbot platforms available, distinguished by its capacity to produce dialogs that approach human-like interaction. Furthermore, a noteworthy attribute of ChatGPT’s AI architecture lies in its remarkable customizability, permitting users to promptly tailor the flow and content of their conversations in accordance with their specific inquiries.

Covering the intersection of marketing and Artificial Intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.