The Scope of Artificial Intelligence in Marketing: How AI is Impacts Industries from Financial Services to Retailing
Subject Areas : Jounal of Marketing Management
1 - Graduated in Business Administration, Science and Research Branch of Islamic Azad University, Tehran, Iran
Keywords: Artificial Intelligence, Generative AI, Financial Services, Retail, Healthcare. ,
Abstract :
Introduction: Artificial Intelligence (AI), as one of the most significant emerging technologies, has profoundly impacted various organizational departments, particularly marketing and sales activities. The rapid adoption and development of this technology within organizations underscore the importance of understanding its potential applications. It is vital and important to understand the different areas of artificial intelligence that can be used in marketing.
Methodology: This article adopts a conceptual approach to describe the scope of AI applications in marketing and provides examples from various industries to offer better insights.
Findings: Based on an extensive review of numerous sources, we identified that the scope of AI in marketing can be categorized into six primary domains and 24 subdomains. The primary domains of AI applications in marketing include integrated digital marketing, content marketing, experiential marketing, marketing operations, market research, and marketing strategy. Furthermore, examples of AI tools in marketing are presented across four industries: banking, healthcare, fashion, and retail.
Conclusion:
The findings of this study indicate that AI has significantly enhanced numerous marketing processes and activities, including data analysis and market research, digital marketing, the creation of advertising content, customer segmentation, and behavior prediction. This study aims to illustrate the operational domains of AI in marketing and to introduce opportunities for broader adoption of these technologies in various industries across the country.
References:
1. Johnson A, Nick A. Big data: Security and privacy: Advanced challenges and solutions.2023
2. Muruganantham G, Aswanth RS. Role of Artificial Intelligence in Marketing. Computational Intelligence: Theory and Applications. 2024 Nov 11:349-68.
3. T. Davenport, A. Guha, D. Grewal, T. Bressgott and T. Davenport, “How artificial intelligence will change the future of marketing,” J. Acad. Mark. Sci., vol. 48, pp. 24-42, 2020.
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.
28. Mogaji E, Soetan TO, Kieu TA. The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers. Australasian Marketing Journal. 2020:j-ausmj.
29. Gkikas DC, Theodoridis PK. Artificial intelligence (AI) impact on digital marketing research. InStrategic Innovative Marketing and Tourism: 7th ICSIMAT, Athenian Riviera, Greece, 2018 2019 (pp. 1251-1259). Springer International Publishing.
30. Capatina A, Kachour M, Lichy J, Micu A, Micu AE, Codignola F. Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change. 2020 Feb 1; 151: 119794.
31. Mouncey P. Gaining insights without questions; political polling; democracy awards and IJMR executive editorial board. International Journal of Market Research. 2018 Sep; 60(5): 425-34.
32. Kühl N, Mühlthaler M, Goutier M. Supporting customer-oriented marketing with artificial intelligence: automatically quantifying customer needs from social media. Electronic Markets. 2020 Jun; 30(2): 351-67.
33. Kose, U., & Sert, S. Intelligent content marketing with artificial [Conference session]. Scientific Cooperation for the Future in the Social Sciences, Uşak, Turkey. 2016, September.
34. Kose, U., Sert, S., & Kose, U. Improving content marketing processes with the approaches by artificial intelligence. Ecoforum. 2017 6, 1–8.
35. Ahmad MF. The impact of big data processing framework for artificial intelligence within corporate marketing communication. International Journal of Engineering & Technology. 2018 Dec; 7(4.34): 384-8.
36. Karimova GZ, Shirkhanbeik A. Marketing artificial intelligence: Creating the AI archetype for evoking the personality trust. Academy of Marketing Studies Journal. 2019;23(4):1-3.
37. Ford J, Jain V, Wadhwani K, Gupta DG. AI advertising: An overview and guidelines. Journal of Business Research. 2023 Nov 1; 166: 114124.
38. Qin X, Jiang Z. The impact of AI on the advertising process: The Chinese experience. Journal of Advertising. 2019 Aug 8; 48(4): 338-46.
39. Campbell C, Plangger K, Sands S, Kietzmann J. Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising. 2022 Apr 25; 51(1): 22-38.
40. Bakpayev M, Baek TH, van Esch P, Yoon S. Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal. 2022 Feb; 30(1): 90-5.
41. Deng S, Tan CW, Wang W, Pan Y. Smart generation system of personalized advertising copy and its application to advertising practice and research. Journal of Advertising. 2019 Aug 8; 48(4): 356-65.
42. Campbell C, Plangger K, Sands S, Kietzmann J, Bates K. How deepfakes and artificial intelligence could reshape the advertising industry: The coming reality of AI fakes and their potential impact on consumer behavior. Journal of Advertising Research. 2022 Sep 1; 62(3): 241-51.
43. Wu L, Wen TJ. Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?. Journal of Advertising Research. 2021 Jun 1; 61(2): 133-46.
44. Wu L, Dodoo NA, Wen TJ, Ke L. Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing. International Journal of Advertising. 2022 May 19; 41(4): 685-702.
45. Yun JT, Segijn CM, Pearson S, Malthouse EC, Konstan JA, Shankar V. Challenges and future directions of computational advertising measurement systems. Journal of advertising. 2020 Aug 7; 49(4): 446-58.
46. Van den Broeck E, Zarouali B, Poels K. Chatbot advertising effectiveness: When does the message get through?. Computers in Human Behavior. 2019 Sep 1; 98: 150-7.
47. Tanase GC. Artificial intelligence: optimizing the experience of digital marketing. Romanian Distribution Committee Magazine. 2018; 9(1): 24-8.
48. Miralles-Pechuán L, Ponce H, Martínez-Villaseñor L. A novel methodology for optimizing display advertising campaigns using genetic algorithms. Electronic Commerce Research and Applications. 2018 Jan 1; 27: 39-51.
49. Lee H, Cho CH. Digital advertising: present and future prospects. International Journal of Advertising. 2020 Apr 2; 39(3): 332-41.
50. Shumanov M, Cooper H, Ewing M. Using AI predicted personality to enhance advertising effectiveness. European Journal of Marketing. 2022 Jun 7; 56(6): 1590-609.
51. Matz SC, Segalin C, Stillwell D, Müller SR, Bos MW. Predicting the personal appeal of marketing images using computational methods. Journal of consumer psychology. 2019 Jul; 29(3): 370-90.
52. Huh J, Kim H, Rath B, Lu X, Srivastava J. You reap where you sow: a trust-based approach to initial seeding for viral advertising. International Journal of Advertising. 2020 Oct 2; 39(7): 963-89.
53. Roy A, Huh J, Pfeuffer A, Srivastava J. Development of trust scores in social media (TSM) algorithm and application to advertising practice and research. Journal of Advertising. 2017 Apr 3; 46(2): 269-82.
54. Wirth N. Hello marketing, what can artificial intelligence help you with?. International Journal of Market Research. 2018 Sep; 60(5): 435-8.
55. Paschen J, Kietzmann J, Kietzmann TC. Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of business & industrial marketing. 2019 Oct 7; 34(7): 1410-9.
56. Prabowo SH, Murdiono A, Hidayat R, Rahayu WP, Sutrisno S. Digital marketing optimization in artificial intelligence era by applying consumer behavior algorithm. Asian Journal of Entrepreneurship and Family Business. 2019 Jul 22; 3(1): 41-8.
57. Overgoor G, Chica M, Rand W, Weishampel A. Letting the computers take over: Using AI to solve marketing problems. California Management Review. 2019 Aug; 61(4): 156-85.
58. Stalidis G, Karapistolis D, Vafeiadis A. Marketing decision support using Artificial Intelligence and Knowledge Modeling: application to tourist destination management. Procedia-Social and Behavioral Sciences. 2015 Feb 12; 175: 106-13.
59. Li P, Castelo N, Katona Z, Sarvary M. Frontiers: Determining the validity of large language models for automated perceptual analysis. Marketing Science. 2024 Mar; 43(2): 254-66.
60. Goli A, Singh A. Frontiers: Can Large Language Models Capture Human Preferences?. Marketing Science. 2024 Apr 25.
61. Hirn J, García JE, Montesinos‐Navarro A, Sánchez‐Martín R, Sanz V, Verdú M. A deep Generative Artificial Intelligence system to predict species coexistence patterns. Methods in Ecology and Evolution. 2022 May; 13(5): 1052-61.
62. Graebner ME, Martin JA, Roundy PT. Qualitative data: Cooking without a recipe. Strategic Organization. 2012 Aug; 10(3): 276-84.
63. Diamond N, Sherry Jr JF, Muñiz Jr AM, McGrath MA, Kozinets RV, Borghini S. American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing. 2009 May; 73(3): 118-34.
64. Rindfleisch A, Kim MH, Kim S. Artificial intelligence and qualitative research. InHandbook of Qualitative Research Methods in Marketing 2024 Sep 17 (pp. 374-386). Edward Elgar Publishing.
65. Marche S. The Future of Writing Is a Lot Like Hip-Hop. The Atlantic. 2023 May 9; 19.
66. Geertz C. Thick description: Toward an interpretive theory of culture. InThe cultural geography reader 2008 Mar 3 (pp. 41-51). Routledge.
67. Dumitriu D, Popescu MA. Artificial intelligence solutions for digital marketing. Procedia Manufacturing. 2020 Jan 1; 46: 630-6.
68. Jarek K, Mazurek G. Marketing and artificial intelligence. Central European Business Review. 2019 Apr 1; 8(2).
69. Jones VK. Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants. Journal of Brand Strategy. 2018 Dec 1; 7(3): 233-45.
70. De Bruyn A, Viswanathan V, Beh YS, Brock JK, Von Wangenheim F. Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing. 2020 Aug; 51(1): 91-105.
71. Devang V, Chintan S, Gunjan T, Krupa R. Applications of artificial intelligence in marketing. Annals of Dunarea de Jos University of Galati. Fascicle I. Economics and Applied Informatics. 2019 Jan 1; 25(1): 28-36.
72. Grandinetti R. How artificial intelligence can change the core of marketing theory. Innovative marketing. 2020 Jun; 16(2): 91-103.
73. Jahan DM. The expanding footprint of artificial intelligence in marketing abstract. Journal of the Social Sciences. 2020; 23(2): 551-63.
74. Hildebrand C. The machine age of marketing: How artificial intelligence changes the way people think, act, and decide. NIM Marketing Intelligence Review. 2019 Nov 1; 11(2):10-7.
75. Shah D, Shay E. How and why artificial intelligence, mixed reality and blockchain technologies will change marketing we know today. Handbook of advances in marketing in an era of disruptions: Essays in honour of Jagdish N. Sheth. 2019: 377-90.
76. Marinchak CM, Forrest E, Hoanca B. Artificial intelligence: Redefining marketing management and the customer experience. International Journal of E-Entrepreneurship and Innovation (IJEEI). 2018 Jul 1; 8(2): 14-24.
77. Kaczorowska-Spychalska D. Chatbots in marketing. Management. 2019; 23(1).
78. Dumitriu D, Popescu MA. Artificial intelligence solutions for digital marketing. Procedia Manufacturing. 2020 Jan 1; 46: 630-6.
79. Dimitrieska S, Stankovska A, Efremova T. Artificial intelligence and marketing. Entrepreneurship. 2018; 6(2): 298-304.
80. Stone M, Aravopoulou E, Ekinci Y, Evans G, Hobbs M, Labib A, Laughlin P, Machtynger J, Machtynger L. Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line. 2020 May 18; 33(2):183-200.
81. Faggella D. Artificial intelligence industry–an overview by segment. From: techemergence. com: http://techemergence. com/artificial-intelligence-industry-an-overview-by-segment. 2016.
82. Kumar V, Rajan B, Venkatesan R, Lecinski J. Understanding the role of artificial intelligence in personalized engagement marketing. California management review. 2019 Aug; 61(4): 135-55.
83. Rekha AG, Abdulla MS, Asharaf S. Artificial intelligence marketing: An application of a novel lightly trained support vector data description. Journal of Information and Optimization Sciences. 2016 Sep 2; 37(5): 681-91.
84. Marinchak CL, Forrest E, Hoanca B. The impact of artificial intelligence and virtual personal assistants on marketing. InEncyclopedia of Information Science and Technology, Fourth Edition 2018 (pp. 5748-5756). IGI global.
85. SHIH-YU CH. The era of artificial intelligence: Relationship between Taiwan’s machine tool international trade show marketing and international agents. International Journal of Business and Economic Affairs. 2019 Jun 30; 4(3): 116-23.
86. Huang MH, Rust RT. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 2021 Jan; 49: 30-50.
87. Eriksson T, Bigi A, Bonera M. Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal. 2020 Jul 21; 32(4): 795-814.
88. Xi, Y., 2020. Values of artificial intelligence in marketing. Missouri University of Science and Technology.
89. Walk-Morris, T.re Amazon deploys generative AI to summarize reviews. RetailDive. Retrieved August 3, 2024, from https://www.retaildive.com/news/amazon-generative-ai-reviews/690852/#:~:text=Amazon%20is%20using%20generative%20artificial,detailing%20information%20about%20the%20item
90. Grewal D, Guha A, Beccacece Satornino C, Becker M. The future of marketing and marketing education. Journal of Marketing Education. 2024 Sep 1:02734753241269838.
91. Grewal D, Satornino CB, Davenport T, Guha A. How generative AI Is shaping the future of marketing. Journal of the Academy of Marketing Science. 2024 Dec 14:1-21.s
92. Davenport TH, Mittal N. How companies can prepare for the coming “AI-first” world. Strategy & leadership. 2022 Dec 13; 51(1): 26-30.
93. Moradi M, Dass M. Applications of artificial intelligence in B2B marketing: Challenges and future directions. Industrial Marketing Management. 2022 Nov 1; 107: 300-14.
94. Mogaji E, Nguyen NP. Managers' understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. International Journal of Bank Marketing. 2022 Sep 1; 40(6):1272-98.
95. Shaikh AA, Alharthi MD, Alamoudi HO. Examining key drivers of consumer experience with (non-financial) digital services—An exploratory study. Journal of Retailing and Consumer Services. 2020 Jul 1; 55: 102073.
96. Guha A, Grewal D, Kopalle PK, Haenlein M, Schneider MJ, Jung H, Moustafa R, Hegde DR, Hawkins G. How artificial intelligence will affect the future of retailing. Journal of Retailing. 2021 Mar 1; 97(1): 28-41.
97. Volkmar G, Fischer PM, Reinecke S. Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research. 2022 Oct 1; 149:599-614.
98. Bonetti F, Montecchi M, Plangger K, Schau HJ. Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices. Journal of the Academy of Marketing Science. 2023 Jul; 51(4): 867-88.
99. Carlson K, Kopalle PK, Riddell A, Rockmore D, Vana P. Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis. International Journal of Research in Marketing. 2023 Mar 1; 40(1): 54-7
100. Eastwood, B. (2023). It’s time for everyone in your company to understand generative AI. Retrieved April 5, 2024, from https://mitsloan.mit.edu/ideas-made-to-matter/its-time-everyone-your-company-to-understand-generative-ai
101. Shankar V. Managing the Twin Faces of AI: A Commentary on “Is AI Changing the World for Better or Worse?”. Journal of Macromarketing. 2024 Dec; 44(4): 892-9.
102. Textile World, “How Fashion Became A Digital Industry,” Textile World, 2018. https://www.textileworld.com/textile-world/features/2018/03/how-fashion-became-a-digital-industry/ (accessed May 12, 2023)
103. Yoon SN, Lee D. Artificial intelligence and robots in healthcare: What are the success factors for technology-based service encounters?. International Journal of Healthcare Management. 2019 Jul 3.
104. Hotmangatur AP, Bachtiar A. Maximizing Artificial Intelligence for Patient Satisfaction: Marketing Strategies in The Digital Health Era. Contagion: Scientific Periodical Journal of Public Health and Coastal Health. 2024 Mar 26; 6(1): 575-83.
105. Khanna V, Ahuja R, Popli H. Role of artificial intelligence in pharmaceutical marketing: a comprehensive review. Journal of Advanced Scientific Research. 2020 Aug 10;11(03):54-6
1. Johnson A, Nick A. Big data: Security and privacy: Advanced challenges and solutions.2023
2. Muruganantham G, Aswanth RS. Role of Artificial Intelligence in Marketing. Computational Intelligence: Theory and Applications. 2024 Nov 11:349-68.
3. T. Davenport, A. Guha, D. Grewal, T. Bressgott and T. Davenport, “How artificial intelligence will change the future of marketing,” J. Acad. Mark. Sci., vol. 48, pp. 24-42, 2020.
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.
28. Mogaji E, Soetan TO, Kieu TA. The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers. Australasian Marketing Journal. 2020:j-ausmj.
29. Gkikas DC, Theodoridis PK. Artificial intelligence (AI) impact on digital marketing research. InStrategic Innovative Marketing and Tourism: 7th ICSIMAT, Athenian Riviera, Greece, 2018 2019 (pp. 1251-1259). Springer International Publishing.
30. Capatina A, Kachour M, Lichy J, Micu A, Micu AE, Codignola F. Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change. 2020 Feb 1; 151: 119794.
31. Mouncey P. Gaining insights without questions; political polling; democracy awards and IJMR executive editorial board. International Journal of Market Research. 2018 Sep; 60(5): 425-34.
32. Kühl N, Mühlthaler M, Goutier M. Supporting customer-oriented marketing with artificial intelligence: automatically quantifying customer needs from social media. Electronic Markets. 2020 Jun; 30(2): 351-67.
33. Kose, U., & Sert, S. Intelligent content marketing with artificial [Conference session]. Scientific Cooperation for the Future in the Social Sciences, Uşak, Turkey. 2016, September.
34. Kose, U., Sert, S., & Kose, U. Improving content marketing processes with the approaches by artificial intelligence. Ecoforum. 2017 6, 1–8.
35. Ahmad MF. The impact of big data processing framework for artificial intelligence within corporate marketing communication. International Journal of Engineering & Technology. 2018 Dec; 7(4.34): 384-8.
36. Karimova GZ, Shirkhanbeik A. Marketing artificial intelligence: Creating the AI archetype for evoking the personality trust. Academy of Marketing Studies Journal. 2019;23(4):1-3.
37. Ford J, Jain V, Wadhwani K, Gupta DG. AI advertising: An overview and guidelines. Journal of Business Research. 2023 Nov 1; 166: 114124.
38. Qin X, Jiang Z. The impact of AI on the advertising process: The Chinese experience. Journal of Advertising. 2019 Aug 8; 48(4): 338-46.
39. Campbell C, Plangger K, Sands S, Kietzmann J. Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising. 2022 Apr 25; 51(1): 22-38.
40. Bakpayev M, Baek TH, van Esch P, Yoon S. Programmatic creative: AI can think but it cannot feel. Australasian Marketing Journal. 2022 Feb; 30(1): 90-5.
41. Deng S, Tan CW, Wang W, Pan Y. Smart generation system of personalized advertising copy and its application to advertising practice and research. Journal of Advertising. 2019 Aug 8; 48(4): 356-65.
42. Campbell C, Plangger K, Sands S, Kietzmann J, Bates K. How deepfakes and artificial intelligence could reshape the advertising industry: The coming reality of AI fakes and their potential impact on consumer behavior. Journal of Advertising Research. 2022 Sep 1; 62(3): 241-51.
43. Wu L, Wen TJ. Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?. Journal of Advertising Research. 2021 Jun 1; 61(2): 133-46.
44. Wu L, Dodoo NA, Wen TJ, Ke L. Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing. International Journal of Advertising. 2022 May 19; 41(4): 685-702.
45. Yun JT, Segijn CM, Pearson S, Malthouse EC, Konstan JA, Shankar V. Challenges and future directions of computational advertising measurement systems. Journal of advertising. 2020 Aug 7; 49(4): 446-58.
46. Van den Broeck E, Zarouali B, Poels K. Chatbot advertising effectiveness: When does the message get through?. Computers in Human Behavior. 2019 Sep 1; 98: 150-7.
47. Tanase GC. Artificial intelligence: optimizing the experience of digital marketing. Romanian Distribution Committee Magazine. 2018; 9(1): 24-8.
48. Miralles-Pechuán L, Ponce H, Martínez-Villaseñor L. A novel methodology for optimizing display advertising campaigns using genetic algorithms. Electronic Commerce Research and Applications. 2018 Jan 1; 27: 39-51.
49. Lee H, Cho CH. Digital advertising: present and future prospects. International Journal of Advertising. 2020 Apr 2; 39(3): 332-41.
50. Shumanov M, Cooper H, Ewing M. Using AI predicted personality to enhance advertising effectiveness. European Journal of Marketing. 2022 Jun 7; 56(6): 1590-609.
51. Matz SC, Segalin C, Stillwell D, Müller SR, Bos MW. Predicting the personal appeal of marketing images using computational methods. Journal of consumer psychology. 2019 Jul; 29(3): 370-90.
52. Huh J, Kim H, Rath B, Lu X, Srivastava J. You reap where you sow: a trust-based approach to initial seeding for viral advertising. International Journal of Advertising. 2020 Oct 2; 39(7): 963-89.
53. Roy A, Huh J, Pfeuffer A, Srivastava J. Development of trust scores in social media (TSM) algorithm and application to advertising practice and research. Journal of Advertising. 2017 Apr 3; 46(2): 269-82.
54. Wirth N. Hello marketing, what can artificial intelligence help you with?. International Journal of Market Research. 2018 Sep; 60(5): 435-8.
55. Paschen J, Kietzmann J, Kietzmann TC. Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of business & industrial marketing. 2019 Oct 7; 34(7): 1410-9.
56. Prabowo SH, Murdiono A, Hidayat R, Rahayu WP, Sutrisno S. Digital marketing optimization in artificial intelligence era by applying consumer behavior algorithm. Asian Journal of Entrepreneurship and Family Business. 2019 Jul 22; 3(1): 41-8.
57. Overgoor G, Chica M, Rand W, Weishampel A. Letting the computers take over: Using AI to solve marketing problems. California Management Review. 2019 Aug; 61(4): 156-85.
58. Stalidis G, Karapistolis D, Vafeiadis A. Marketing decision support using Artificial Intelligence and Knowledge Modeling: application to tourist destination management. Procedia-Social and Behavioral Sciences. 2015 Feb 12; 175: 106-13.
59. Li P, Castelo N, Katona Z, Sarvary M. Frontiers: Determining the validity of large language models for automated perceptual analysis. Marketing Science. 2024 Mar; 43(2): 254-66.
60. Goli A, Singh A. Frontiers: Can Large Language Models Capture Human Preferences?. Marketing Science. 2024 Apr 25.
61. Hirn J, García JE, Montesinos‐Navarro A, Sánchez‐Martín R, Sanz V, Verdú M. A deep Generative Artificial Intelligence system to predict species coexistence patterns. Methods in Ecology and Evolution. 2022 May; 13(5): 1052-61.
62. Graebner ME, Martin JA, Roundy PT. Qualitative data: Cooking without a recipe. Strategic Organization. 2012 Aug; 10(3): 276-84.
63. Diamond N, Sherry Jr JF, Muñiz Jr AM, McGrath MA, Kozinets RV, Borghini S. American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing. 2009 May; 73(3): 118-34.
64. Rindfleisch A, Kim MH, Kim S. Artificial intelligence and qualitative research. InHandbook of Qualitative Research Methods in Marketing 2024 Sep 17 (pp. 374-386). Edward Elgar Publishing.
65. Marche S. The Future of Writing Is a Lot Like Hip-Hop. The Atlantic. 2023 May 9; 19.
66. Geertz C. Thick description: Toward an interpretive theory of culture. InThe cultural geography reader 2008 Mar 3 (pp. 41-51). Routledge.
67. Dumitriu D, Popescu MA. Artificial intelligence solutions for digital marketing. Procedia Manufacturing. 2020 Jan 1; 46: 630-6.
68. Jarek K, Mazurek G. Marketing and artificial intelligence. Central European Business Review. 2019 Apr 1; 8(2).
69. Jones VK. Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants. Journal of Brand Strategy. 2018 Dec 1; 7(3): 233-45.
70. De Bruyn A, Viswanathan V, Beh YS, Brock JK, Von Wangenheim F. Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing. 2020 Aug; 51(1): 91-105.
71. Devang V, Chintan S, Gunjan T, Krupa R. Applications of artificial intelligence in marketing. Annals of Dunarea de Jos University of Galati. Fascicle I. Economics and Applied Informatics. 2019 Jan 1; 25(1): 28-36.
72. Grandinetti R. How artificial intelligence can change the core of marketing theory. Innovative marketing. 2020 Jun; 16(2): 91-103.
73. Jahan DM. The expanding footprint of artificial intelligence in marketing abstract. Journal of the Social Sciences. 2020; 23(2): 551-63.
74. Hildebrand C. The machine age of marketing: How artificial intelligence changes the way people think, act, and decide. NIM Marketing Intelligence Review. 2019 Nov 1; 11(2):10-7.
75. Shah D, Shay E. How and why artificial intelligence, mixed reality and blockchain technologies will change marketing we know today. Handbook of advances in marketing in an era of disruptions: Essays in honour of Jagdish N. Sheth. 2019: 377-90.
76. Marinchak CM, Forrest E, Hoanca B. Artificial intelligence: Redefining marketing management and the customer experience. International Journal of E-Entrepreneurship and Innovation (IJEEI). 2018 Jul 1; 8(2): 14-24.
77. Kaczorowska-Spychalska D. Chatbots in marketing. Management. 2019; 23(1).
78. Dumitriu D, Popescu MA. Artificial intelligence solutions for digital marketing. Procedia Manufacturing. 2020 Jan 1; 46: 630-6.
79. Dimitrieska S, Stankovska A, Efremova T. Artificial intelligence and marketing. Entrepreneurship. 2018; 6(2): 298-304.
80. Stone M, Aravopoulou E, Ekinci Y, Evans G, Hobbs M, Labib A, Laughlin P, Machtynger J, Machtynger L. Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line. 2020 May 18; 33(2):183-200.
81. Faggella D. Artificial intelligence industry–an overview by segment. From: techemergence. com: http://techemergence. com/artificial-intelligence-industry-an-overview-by-segment. 2016.
82. Kumar V, Rajan B, Venkatesan R, Lecinski J. Understanding the role of artificial intelligence in personalized engagement marketing. California management review. 2019 Aug; 61(4): 135-55.
83. Rekha AG, Abdulla MS, Asharaf S. Artificial intelligence marketing: An application of a novel lightly trained support vector data description. Journal of Information and Optimization Sciences. 2016 Sep 2; 37(5): 681-91.
84. Marinchak CL, Forrest E, Hoanca B. The impact of artificial intelligence and virtual personal assistants on marketing. InEncyclopedia of Information Science and Technology, Fourth Edition 2018 (pp. 5748-5756). IGI global.
85. SHIH-YU CH. The era of artificial intelligence: Relationship between Taiwan’s machine tool international trade show marketing and international agents. International Journal of Business and Economic Affairs. 2019 Jun 30; 4(3): 116-23.
86. Huang MH, Rust RT. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 2021 Jan; 49: 30-50.
87. Eriksson T, Bigi A, Bonera M. Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal. 2020 Jul 21; 32(4): 795-814.
88. Xi, Y., 2020. Values of artificial intelligence in marketing. Missouri University of Science and Technology.
89. Walk-Morris, T.re Amazon deploys generative AI to summarize reviews. RetailDive. Retrieved August 3, 2024, from https://www.retaildive.com/news/amazon-generative-ai-reviews/690852/#:~:text=Amazon%20is%20using%20generative%20artificial,detailing%20information%20about%20the%20item
90. Grewal D, Guha A, Beccacece Satornino C, Becker M. The future of marketing and marketing education. Journal of Marketing Education. 2024 Sep 1:02734753241269838.
91. Grewal D, Satornino CB, Davenport T, Guha A. How generative AI Is shaping the future of marketing. Journal of the Academy of Marketing Science. 2024 Dec 14:1-21.s
92. Davenport TH, Mittal N. How companies can prepare for the coming “AI-first” world. Strategy & leadership. 2022 Dec 13; 51(1): 26-30.
93. Moradi M, Dass M. Applications of artificial intelligence in B2B marketing: Challenges and future directions. Industrial Marketing Management. 2022 Nov 1; 107: 300-14.
94. Mogaji E, Nguyen NP. Managers' understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. International Journal of Bank Marketing. 2022 Sep 1; 40(6):1272-98.
95. Shaikh AA, Alharthi MD, Alamoudi HO. Examining key drivers of consumer experience with (non-financial) digital services—An exploratory study. Journal of Retailing and Consumer Services. 2020 Jul 1; 55: 102073.
96. Guha A, Grewal D, Kopalle PK, Haenlein M, Schneider MJ, Jung H, Moustafa R, Hegde DR, Hawkins G. How artificial intelligence will affect the future of retailing. Journal of Retailing. 2021 Mar 1; 97(1): 28-41.
97. Volkmar G, Fischer PM, Reinecke S. Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research. 2022 Oct 1; 149:599-614.
98. Bonetti F, Montecchi M, Plangger K, Schau HJ. Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices. Journal of the Academy of Marketing Science. 2023 Jul; 51(4): 867-88.
99. Carlson K, Kopalle PK, Riddell A, Rockmore D, Vana P. Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis. International Journal of Research in Marketing. 2023 Mar 1; 40(1): 54-7
100. Eastwood, B. (2023). It’s time for everyone in your company to understand generative AI. Retrieved April 5, 2024, from https://mitsloan.mit.edu/ideas-made-to-matter/its-time-everyone-your-company-to-understand-generative-ai
101. Shankar V. Managing the Twin Faces of AI: A Commentary on “Is AI Changing the World for Better or Worse?”. Journal of Macromarketing. 2024 Dec; 44(4): 892-9.
102. Textile World, “How Fashion Became A Digital Industry,” Textile World, 2018. https://www.textileworld.com/textile-world/features/2018/03/how-fashion-became-a-digital-industry/ (accessed May 12, 2023)
103. Yoon SN, Lee D. Artificial intelligence and robots in healthcare: What are the success factors for technology-based service encounters?. International Journal of Healthcare Management. 2019 Jul 3.
104. Hotmangatur AP, Bachtiar A. Maximizing Artificial Intelligence for Patient Satisfaction: Marketing Strategies in The Digital Health Era. Contagion: Scientific Periodical Journal of Public Health and Coastal Health. 2024 Mar 26; 6(1): 575-83.
105. Khanna V, Ahuja R, Popli H. Role of artificial intelligence in pharmaceutical marketing: a comprehensive review. Journal of Advanced Scientific Research. 2020 Aug 10;11(03):54-6