گستره هوش مصنوعی در بازاریابی: چگونگی تاثیر هوش مصنوعی بر صنایع از خدمات مالی تا خرده فروشی
الموضوعات : Jounal of Marketing Management
1 - دانش آموخته مدیریت بازرگانی، واحد علوم و تحقیقات دانشگاه آزاد اسلامی، تهران، ایران
الکلمات المفتاحية: هوش مصنوعی, هوش مصنوعی مولد, خدمات مالی, خرده فروشی, مراقبت های بهداشتی,
ملخص المقالة :
مقدمه: هوش مصنوعی (AI) به‌عنوان یکی از مهم‌ترین فناوری‌های نوظهور، تأثیر بسیار زیادی بر واحدهای مختلف سازمان به خصوص اقدامات بازاریابی و فروش دارد. سرعت بکارگیری و رشد این تکنولوژی در سازمان ها بسیار زیاد است. شناخت حوزههای مختلف هوش مصنوعی که در بازاریابی می توان از آنها استفاده کرد، بسیار حیاتی و مهم است.
روش پژوهش: این مقاله رویکرد مفهومی برای توصیف گستره بکارگیری هوش مصنوعی در بازاریابی را دارد و مثال هایی را از صنعتهای مختلف به منظور تبیین بهتر بینش ها ارائه می کند.
یافته ها: بر اساس مطالعه منابع بسیار زیاد و گسترده دریافتیم که گستره هوش مصنوعی در بازاریابی را می توان در 6 حوزه اصلی و 24 حوزه فرعی جای داد. حوزههای اصلی بکارگیری هوش مصنوعی در بازاریابی شامل بازاریابی دیجیتال یکپارچه، بازاریابی محتوا، بازاریابی تجربی، عملیات بازاریابی، تحقیقات بازاریابی و استراتژی بازاریابی می شود. همچنین مثال هایی از بکارگیری ابزارهای هوش مصنوعی در بازاریابی چهار صنعت بانکداری، مراقبتهای بهداشتی، مد و خرده فروشی نیز ارایه شده است.
نتیجه گیری: یافته‌های این پژوهش نشان می‌دهد که هوش مصنوعی توانسته است بسیاری از فرآیندها و اقدامات بازاریابی را بهبود بخشد. از جمله تحلیل داده ها و تحقیقات بازار، بازاریابی دیجیتال و ایجاد محتواهای تبلیغاتی، بخش بندی و پیش بینی رفتار مشتریان. در این مطالعه سعی شده است که با نشان دادن حوزههای عملیاتی بکارگیری هوش مصنوعی در بازاریابی، امکان استفاده بیشتر آنها صنعتهای مختلف کشور معرفی شود.
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4. Akyüz A, Mavnacıoğlu K. Marketing and financial services in the age of artificial intelligence. Financial Strategies in Competitive Markets: Multidimensional Approaches to Financial Policies for Local Companies. 2021:327-40.
5. S. Han and H. Yang, “Understanding adoption of intelligent personal assistants: A parasocial relationship perspective,” Ind. Manag. Data Syst., vol. 118, no. 3, pp. 618-636, 2018, doi: 10.1108/IMDS-05-2017-0214.
6. K. L. Siau and Y. Yang, “Impact of artificial intelligence, robotics, and machine learning on sales and marketing,” Proc. Twelfth Midwest Assoc. Inf. Syst. Conf., p. 48, 2017.
7. P. B. Brandtzaeg and A. Følstad, “Why people use chatbots,” Int. Conf. Internet Sci., vol. 10673 LNCS, pp. 377-392, 2017, doi: 10.1007/978-3-319-70284-1_30.
8. Chen G, Xie P, Dong J, Wang T. Understanding programmatic creative: The role of AI. Journal of Advertising. 2019 Aug 8; 48(4): 347-55.
9. Longoni C, Bonezzi A, Morewedge CK. Resistance to medical artificial intelligence. Journal of Consumer Research. 2019 Dec 1; 46(4): 629-50.
10. Luo, X., Tong, S., Fang, Z. and Qu, Z., 2019. Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), pp.937-947.
11. Cui D, Curry D. Prediction in marketing using the support vector machine. Marketing Science. 2005 Nov; 24(4): 595-615.
Huang MH, Rust RT. Artificial intelligence in service. Journal of service research. 2018 May; 21(2): 155-72.
12. Castelo N, Bos MW, Lehmann DR. Task-dependent algorithm aversion. Journal of Marketing Research. 2019 Oct; 56(5): 809-25.
13. Humphreys A, Wang RJ. Automated text analysis for consumer research. Journal of Consumer Research. 2018 Apr 1; 44(6): 1274-306.
14. Chintalapati S, Pandey SK. Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research. 2022 Jan; 64(1): 38-68.
15. Kopalle PK, Gangwar M, Kaplan A, Ramachandran D, Reinartz W, Rindfleisch A. Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing. 2022 Jun 1; 39(2): 522-40.
16. Puntoni S, Reczek RW, Giesler M, Botti S. Consumers and artificial intelligence: An experiential perspective. Journal of Marketing. 2021 Jan; 85(1): 131-51.
17. Wang B, Li Y, Zhou M, Han Y, Zhang M, Gao Z, Liu Z, Chen P, Du W, Zhang X, Feng X. Smartphone-based platforms implementing microfluidic detection with image-based artificial intelligence. Nature Communications. 2023 Mar 11; 14(1): 1-8.
18. Huang MH, Rust RT. A framework for collaborative artificial intelligence in marketing. Journal of Retailing. 2022 Jun 1; 98(2): 209-23.
19. Huang MH, Rust RT. Engaged to a robot? The role of AI in service. Journal of Service Research. 2021 Feb; 24(1): 30-41.
20. AIT News Desk (2023). Borzo presents online ad study AI vs. human a marketing battleground. Who optimizes more? Retrieved April 5, 2024, from https://aithority.com/machine-learning/borzo-presents-online-ad-study-ai-vs-human-a-marketing-battleground-whooptimizes-more/
21. Khokhar P. & Chitsimran. Evolution of artificial intelligence in marketing, comparison with traditional marketing. Our Heritage. 2019 Sep 30; 67(5): 375-89.
22. Krsteva MS. Artificial intelligence in marketing and advertising. Int J Science and Arts. 2016; 85: 7485.
23. Siau KL, Yang Y. Impact of artificial intelligence, robotics, and machine learning on sales and marketing.2017. Association for Information Systems AIS Electronic Library. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1047&context=mwais2017
24. Vishnoi SK, Bagga TE, Sharma AA, Wani SN. Artificial intelligence enabled marketing solutions: A review. Indian Journal of Economics & Business. 2018; 17(4): 167-77.
25. Thiraviyam, T. Artificial intelligence marketing. International Journal of Recent Research Aspects. 2018; 5, 449–452.
26. Chandra A. Customer experience is catalyst to new marketing strategy in the era of artificial intelligence and machine learning. No. 22, Issue 87, APRIL-JUNE 2020. 2020:202053.
27. Elhajjar S, Karam S, Borna S. Artificial intelligence in marketing education programs. Marketing Education Review. 2021 Jan 2; 31(1): 2-13.
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