Artificial Intelligence and Marketing: Challenges and Opportunities

Abstract

It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior from the first purchase, AI marketing can boost marketing efforts by leveraging data to target extremely precise consumer groups. There is a debate about the efficacy of AI marketing due to the constraints and limits imposed by the system's nature. This chapter presents insights from published studies regarding the relationship of AI with marketing and how AI can affect marketing. A real-world example of Netflix's usage of AI in marketing has been demonstrated. Then, consumer attitudes regarding AI were revealed. Then, several ethical considerations concerning AI were highlighted. Finally, the anticipated future of AI marketing was addressed. This chapter demonstrated the significance of firms implementing AI marketing to get a competitive advantage. Although some of the difficulties mentioned in this study need to be resolved, AI marketing has a bright future. There are ethical concerns about bias and privacy that should be addressed further. This chapter will encourage firms to use AI systems in marketing, and it will open the door to concerns that will need to be investigated academically in the future.

Citation

Makhlooq, A. and Al Mubarak, M. (2024), "Artificial Intelligence and Marketing: Challenges and Opportunities", Hamdan, A. (Ed.) Technological Innovations for Business, Education and Sustainability (Technological Innovation and Sustainability for Business Competitive Advantage), Emerald Publishing Limited, Leeds, pp. 3-16. https://doi.org/10.1108/978-1-83753-106-620241001