Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing.
This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.
This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.
Author(s): Park Thaichon, Sara Quach
Series: Routledge Studies in Marketing
Publisher: Routledge
Year: 2022
Language: English
Pages: 217
City: London
Cover
Half Title
Series
Title
Copyright
Contents
List of Figures
List of Tables
Contributors’ bios
Part I Overview of AI
1 Introduction to artificial intelligence (AI): Definition and scope of AI
2 The growth of marketing research in artificial intelligence (AI): Topic popularity
3 Types of artificial intelligence (AI) in marketing management
4 A framework of artificial intelligence (AI) applications in marketing
Part II AI and its implications in the new age of marketing management
5 New developments in artificial intelligence (AI)-powered products in marketing
6 Artificial intelligence (AI)-driven services: Communication support, assistance for decision-making, and enhanced customer experience service
7 Artificial intelligence (AI)-integrated operation; insights into supply chain management
8 Artificial intelligence (AI)-based market intelligence and customer insights
9 Artificial intelligence (AI)-empowered customer relationship management
Part III Challenges and opportunities of AI
10 Data privacy and artificial intelligence (AI): How AI collects data and its impact on data privacy
11 Solutions to artificial intelligence (AI) and privacy: How AI uses data and its accompanying privacy issues
Index
