artificial intelligence and marketing thesis

Information and Communication Technology in Technical and Vocational Education and Training for Sustainable and Equal Opportunity pp 495–506 Cite as

Enrooting Artificial Intelligence Advantageously in Marketing

• Ahmad M. A. Zamil   ORCID: orcid.org/0000-0002-3700-8458 39 ,
• Ahmad Yousef Areiqat   ORCID: orcid.org/0000-0003-0379-7409 40 ,
• Mohammed Nadem Dabaghia 41 &
• Jamal M. M. Joudeh 42  
• First Online: 24 February 2024

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Part of the book series: Technical and Vocational Education and Training: Issues, Concerns and Prospects ((TVET,volume 38))

The study discusses and explains various aspects of adopting artificial intelligence in marketing. It starts with a diverse literature review of different perspectives and definitions of artificial intelligence, considering the different viewpoints on such a broad and rich subject. It is then followed by the potential threats of implementing AI technology, such as the increased hacking threats in the case of embedding such technology in businesses. Also, the overlap between the two fields is fairly discussed and explained from business and user perspectives. This chapter also addresses the impact of AI on customers’ behaviours and experiences thoroughly, especially when shopping online or even personally, and how customers react to involving such technologies in their shopping experience. Lastly, a brief conclusion summarises the study, including the author’s opinion on the subject discussed.

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Department of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Al-Kharj, Saudi Arabia

Ahmad M. A. Zamil

Department of Business Administration, Business School, Al-Ahliyya Amman University, Amman, Jordan

Ahmad Yousef Areiqat

Department of Accounting, Business School, Al-Ahliyya Amman University, Amman, Jordan

Mohammed Nadem Dabaghia

Department of Marketing, Faculty of Business, Applied Science Private University, Amman, Jordan

Jamal M. M. Joudeh

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College of Business and Finance, Ahlia University, Manama, Bahrain

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Bahaaeddin Alareeni

Notre Dame University – Louaize, Zouk Mosbeh, Lebanon

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Zamil, A.M.A., Areiqat, A.Y., Dabaghia, M.N., Joudeh, J.M.M. (2024). Enrooting Artificial Intelligence Advantageously in Marketing. In: Khamis Hamdan, R., Hamdan, A., Alareeni, B., Khoury, R.E. (eds) Information and Communication Technology in Technical and Vocational Education and Training for Sustainable and Equal Opportunity. Technical and Vocational Education and Training: Issues, Concerns and Prospects, vol 38. Springer, Singapore. https://doi.org/10.1007/978-981-99-6909-8_43

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Artificial Intelligence in Marketing Thesis Paper

Key takeaways.

Artificial Intelligence (AI) in Marketing - read the research paper (PDF):

How does Artificial Intelligence (AI) affect marketing?

Artificial intelligence is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI and its subcategories like Machine Learning (ML) and Deep Learning (DL) hold tremendous potential for vastly altering how marketing is done. AI, ML and DL offer an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights.

Adapting to an AI Marketing landscape

There are many important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progress of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.

Artificial Intelligence in Marketing (Research Paper - Honors Thesis)

Table of Contents

Introduction, scope and methodology.

A brief history and origin story of AI.

Consumer Perceptions

How do people perceive AI currently? What are the brand safety implications of using AI for marketing?

Defining Artificial Intelligence

Key AI terminology and vocabulary to know.

Artificial Intelligence (AI)

Artificial general intelligence (agi), machine learning (ml), deep learning (dl), natural language processing (nlp), signal processing, ai in marketing today.

How are brands currently using AI in marketing today? What are some examples of how AI can be applied to marketing?

1:1 Marketing

How AI enables hyper-personalization, or 1-to-1 marketing at-scale.

Levels of AI Implementation

A framework for analyzing the varying degrees in which companies are implementing AI currently, from off-the-shelf AI products to full-scale deployment.

Programmatic Advertising

How does AI affect programmatic digital advertising? The impact of AI on Facebook Ads, Google Ads, and more.

Transparency , Distrust, and Fraud

Omnichannel marketing, retargeting, organizational structure.

How companies are structuring their teams to enable successful AI projects.

Image Recognition and Computer Vision

A look at various applications of AI image recognition and computer vision models in marketing.

Social Media

Segmentation and targeting, facial recognition, interactive marketing through biometrics.

Applications of AI for creative use cases in marketing.

Personalized Narratives

Localization, audio generation, image curation, augmentation, data synergy.

How AI-powered chatbots can be used in marketing, eCommerce, and customer service.

Customer Service

Personal assistants, chatbot management, personalized ui and ux.

Using AI to deliver personalized digital experiences.

Applications of AI for voice.

Advertising on Voice Assistants

Impact of voice on seo, shopping using voice, automated phone calls, pitfalls of ai and areas of improvement.

What are some of the main weaknesses of AI in its current state? How can AI be improved?

Malicious AI

Job displacement, underlying technology, where marketers should go.

How can marketers adapt to an AI Marketing landscape? How can brands and non-programmers get started with AI?

The Individual's Perspective

The brand's perspective, ai readiness framework, implementation.

What are the steps for implementing AI? What are the prerequisites for a successful AI launch?

Requirements

Long-term implications.

How will AI affect marketing long-term? What changes might we see as AI becomes more widely adopted? How does the relationship between brands and consumers change in an AI Marketing landscape?

Impact of AI on Consumer Behavior

Increased importance of brand purpose, human-centered technology.

Citations for Artificial Intelligence in Marketing (Research Paper)

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The Role of Artificial Intelligence in Marketing

The rise of artificial intelligence (AI) has revolutionized the marketing industry. Marketers can leverage AI-powered tools to automate tasks, personalize their messages for higher engagement, and generate content at remarkable speed. According to a 2023 Mailchimp report, nearly 90% of marketers believe their organizations must increase AI use to stay competitive and meet customer expectations. 1

Where exactly should marketing teams implement AI? This article explores AI applications and ways in which they're reshaping the industry.

Understanding AI in Marketing

AI marketing tools simulate human intelligence and problem-solving capabilities. 2 Experts who combine artificial intelligence and marketing can generate promotional content faster, get more accurate results in customer data analysis, and improve prospect experience. 3

Two key components of AI are:

• Machine learning (ML): ML algorithms enable computers to learn from data and make predictions without being explicitly programmed; machine learning in marketing can be used for customer segmentation and predictive analytics tasks 4
• Natural language processing (NLP) : NLP algorithms enable computers to understand, interpret, and generate human language; in marketing, NLP is mainly used in content generation, including images, videos, and text 5

The Purpose of AI in Marketing

Consider four ways marketers can implement AI in their work.

Minimizing Manual Tasks for Marketing Automation

AI enables marketers to automate tedious, repetitive tasks, such as manually sending promotional emails to hundreds or thousands of prospects multiple times a week. By scheduling and sending emails in bulk at once with AI-driven email automation tools, they can reach a broad audience efficiently. 6

Additionally, conducting customer research through traditional methods, such as manual consumer data analysis, can be labor-intensive and slow. AI for marketing automation offers a solution to these challenges. Sophisticated NLP algorithms quickly process large amounts of data from customer survey responses, focus group transcripts and customers’ social media posts. As a result, marketers can identify patterns and trends in consumer behavior faster than relying on human analysis. 7 For example, an AI-driven social listening tool such as Sprout Social allows marketing teams to analyze about 50,000 customer messages per second and up to 600 million daily. They can automatically sift through multiple data points and get key customer insights quickly. 8

Brainstorming and Writing

Before generative AI models like ChatGPT emerged, brainstorming topics, creating outlines, writing content and editing could take hours, if not days. Today, the process is as quick as asking AI tools to write marketing copy, such as promotional emails, ads, and articles. Users get output in seconds or a few minutes. This saves time for marketing experts who create content in bulk and regularly. Marketers can also use AI to create images, videos, and audio. 9

Some AI writing tools show users what input to provide to get a more personalized output. For instance, HubSpot’s Campaign Assistant allows marketers to specify the campaign’s goals, writing style, target audience, and calls to action (CTAs). 10

Content generated by an AI marketing tool provides a starting point for most marketers—a source of inspiration. Like any other technology, however, AI writing solutions are not perfect. Their output may be inaccurate and requires a human touch. To ensure the quality, accuracy, and veracity of their content, and to see to it that it aligns with the intended marketing strategy , brand voice and style, marketers must thoroughly fact-check, proofread, and edit AI-generated content.

Analyzing Big Data and Making Reliable Predictions

Predictive analytics leverages ML algorithms to analyze consumer data and identify patterns that may not be readily visible to the human eye. The insights it yields help marketers anticipate future trends and customer preferences. They also enable marketing experts to predict the most suitable time to send offers, the messages likely to resonate with the target audience, and the best platform to use to reach customers. 11

While marketers have used predictive analytics for as long as businesses have gathered information, the rise of digital media has generated “ big data .” 12 Sifting through this vast amount of information quickly to extract timely insights can be overwhelming without the right technology . That’s where AI in predictive analytics becomes useful. With traditional techniques, marketing teams may require hours or days to obtain valuable information from small datasets. With AI predictive analytics, it takes just several minutes to analyze millions of data points and reveal information businesses can use to improve marketing campaigns. 13

Personalizing Marketing to Boost Engagement

According to the management consulting company McKinsey, over 70% of consumers expect companies to deliver personalized interactions . 14 AI marketing tools help businesses improve customer engagement through personalization. AI-powered segmentation tools can gather information about prospective customers autonomously from different sources, including website analytics and customer relationship management (CRM) systems. 15 The tools then use the collected marketing data to segment an organization’s audience based on:

• Demographics such as age, gender, location, income level, education, and occupation
• Behavior including purchase history, interactions with emails or ads, and actions on a company’s website
• Preferences such as interests, values, lifestyle, and personality

With this information, marketers can create campaigns that connect strongly with each individual, as they address specific needs, desires and pain points. This customized attention can motivate customer engagement and increase brand loyalty.

The Future of AI in Marketing

Gartner, an American tech research and consulting firm, predicts that by 2025, marketing teams using AI will spend 75% of their efforts on strategic activities rather than content production. 16 That’s because AI will handle content creation processes and other manual marketing tasks, allowing marketers to focus more on strategic marketing operations, such as interpreting analytics and implementing insights.

Gartner also predicts that AI-powered marketing processes will become more data-driven, highly responsive to change, and capable of overcoming setbacks or disruptions. Moreover, since AI and ML algorithms can analyze large amounts of customer data to reveal hidden insights, they’ll be fundamental in audience segmentation and marketing personalization. 16

According to Forbes, artificial intelligence today helps marketers make smarter, data-driven decisions . Beyond 2024, however, AI will be key not only to decision-making but also to staying competitive in an ever-changing business environment. 17

Become a Leader in Marketing AI

Transformative innovations, such as AI-powered automation tools and AI content writers, are reshaping the marketing industry. Mastering these can help you stay on top of AI trends and lead the field.

Gain expertise in AI and other marketing technologies through the cutting-edge curriculum of the Online MS in Marketing from the Leavey School of Business . Led by industry authorities and world-class educators , the flexible online program accommodates your personal and professional commitments. Further, SCU’s powerful alumni network connects you with Silicon Valley insiders and career opportunities.

To learn how SCU can prepare you for success at the executive level, speak with an admissions outreach advisor today.

• Retrieved on March 16, 2024, from mailchimp.com/intuit-mailchimp-finds-vast-majority-of-smb-marketers-are-bought-into-ai/
• Retrieved on March 16, 2024, from ibm.com/topics/artificial-intelligence
• Retrieved on March 16, 2024, from ibm.com/blog/ai-in-marketing/
• Retrieved on March 16, 2024, from ibm.com/topics/machine-learning
• Retrieved on March 16, 2024, from oracle.com/ke/artificial-intelligence/what-is-natural-language-processing/
• Retrieved on March 16, 2024, from blog.hubspot.com/marketing/ai-marketing-automation
• Retrieved on March 16, 2024, from forbes.com/sites/forbesbusinesscouncil/2023/08/30/harnessing-ai-for-market-research-opportunities-and-challenges/
• Retrieved on March 16, 2024, from sproutsocial.com/insights/ai-automation/
• Retrieved on March 16, 2024, from blog.hubspot.com/marketing/ai-marketing
• Retrieved on March 16, 2024, from hubspot.com/campaign-assistant
• Retrieved on March 16, 2024, from snowflake.com/guides/predictive-analytics-marketing/
• Retrieved on March 16, 2024, from salesforce.com/in/resources/guides/role-of-ai-in-marketing/
• Retrieved on March 16, 2024, from mailchimp.com/resources/ai-predictive-analytics/
• Retrieved on March 16, 2024, from mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization
• Retrieved on March 16, 2024, from upwork.com/resources/ai-for-customer-segmentation
• Retrieved on March 16, 2024, from gartner.com/en/marketing/topics/ai-in-marketing
• Retrieved on March 16, 2024, from forbes.com/sites/forbestechcouncil/2024/02/13/embracing-the-future-of-marketing-with-ai/

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How will AI affect the world of marketing and communications? | Cathy Ackermann

A rtificial intelligence is shaking up every industry, and marketing communications is certainly no exception. Because communications reaches into every enterprise and affects how we all do business at multiple levels, AI is increasingly at the center of conversations regarding both internal and external communications.

AI might seem like an exciting new technology right now, thanks to the emergence of generative tools like ChatGPT, but in truth we’ve been living with it for some time. Once a product of science fiction writers and Hollywood epics – think the near-future Los Angeles in "Her" or Tony Stark’s computer, J.A.R.I.S., from the Marvel films – AI is firmly and productively a part of the real world.

In fact, for many of us, AI is already a part of our everyday lives. Machine learning algorithms, the method by which AI systems respond to user input and perform tasks, are the foundation of smart home tech like Amazon’s Alexa and Apple’s Siri voice assistant. The Face ID function you use to unlock your smartphone is powered by AI, as is the Netflix recommendation engine that suggests your next series binge.

Following are some examples of how AI can benefit marketing and communications initiatives and outcomes:

∎ AI can create real-time marketing strategies and outreach by analyzing data at a much faster rate than humans can.

∎ It makes ad placements that are based on human behavior more accurate by identifying the best channels for media buys in real time.

∎ Because of AI’s enhanced dashboard, marketers have a more accurate measurement of key performance indicators.

∎ AI can do automatic tasks, such as gathering and preparing consumer data and patterns, without a lot of human involvement.

∎ Artificial Intelligence can perform predictive analyses based upon consumer data.

∎ AI algorithms can tailor messages to individual customers, creating highly personalized content.

∎ AI can divide audiences based on similarities and target each distinctive group accordingly.

∎ In terms of content creation, AI has the ability to create its own email marketing campaigns, generate product recommendations and write social media posts, as well as actual articles.

Artificial intelligence is here to stay and should be embraced rather than feared. It should be incorporated into smart marketers’ playbooks, making their jobs easier and their decisions more accurate (and potentially more cost-effective). It is not a matter of if, but rather a matter of when AI will be fully incorporated into most marketing decisions and communications outreach. Time to hop on board.

Cathy Ackermann, founder and president of Ackermann Marketing and PR, may be reached at [email protected]. For the online version of this column, please visit thinkackermann.com .

This article originally appeared on Knoxville News Sentinel: How will AI affect the world of marketing and communications? | Cathy Ackermann