Purpose Artificial intelligence (AI) offers many benefits to improve predictive marketing
practice. It raises ethical concerns regarding customer prioritization, market share …

Despite the recent developments in AI, ethical questions arise when consumers contemplate
how their data is being treated. This paper develops a conceptual model building on the …

Purpose This paper explores if and how Artificial Intelligence can contribute to marketing
strategy formulation. Design/methodology/approach Qualitative research based on …

Purpose Artificial intelligence (AI) has sparked interest in various areas, including marketing.
However, this exhilaration is being tempered by growing concerns about the moral and legal …

The purpose of this paper is to explore the applicability of AI marketing for creating
datadriven marketing strategies. Notably, the paper illustrates the existing circumstances of …

Purpose The purpose of this paper is to review literature about the applications of artificial
intelligence (AI) in strategic situations and identify the research that is needed in the area of …

Artificial Intelligence (AI) has revolutionized marketing domain, driving rapid digital
transformation by enhancing processes, accelerating growth, and transforming the business …

This chapter explores the use of artificial intelligence (AI) in market research and its potential
impact on the field. Discuss how AI can be used for data collection, filtering, analysis, and …

Artificial intelligence has been part of the world of marketing for some time now. This chapter
will look at how artificial intelligence is defined and classified, illustrating its potential for the …

The increasing use of Artificial Intelligence (AI) in Marketing can facilitate, expand and
modify markets. AI tools and devices in marketing are deeply related to consumer behavior …