Thesis : Artificial Intelligence In Marketing
Artificial intelligence (AI) 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 holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI’s long-term implications in marketing.
Authors: James Cannella
Language: English
Publisher: The Honors College at Arizona State University
Year: 2018
Pages: 132 pages
TABLE OF CONTENTS
Abstract
Introduction
Scope and Methodology
Backstory
Consumer Perceptions
Defining Artificial Intelligence
- Artificial Intelligence (AI)
- Artificial General Intelligence (AGI)
- Narrow AI
- Machine Learning (ML)
- Deep Learning (DL)
- Natural Language Processing (NLP)
- Signal Processing
AI In Marketing Today
1:1 Marketing
Levels of AI Implementation
Programmatic
- Transparency, Distrust, and Fraud
- Omnichannel
- Retargeting
- Organizational Structure
Image Recognition and Computer Vision
- Social Media
- Segmentation and Targeting
- Facial Recognition
- Interactive Marketing Through Biometrics
- Analytics
Creativity
- Personalized Narratives
- Localization
- Audio Generation
ARTIFICIAL INTELLIGENCE IN MARKETING
- Image Curation
- Augmentation
- Data Synergy
Chatbots
- Customer Service
- eCommerce
- Personal Assistants
- Chatbot Management
Personalized UI and UX
Voice
- Personal Assistants
- Advertisements
- Impact on SEO
- Commerce
- Phone
Pitfalls of AI and Areas of Improvement
- Malicious AI
- Job Displacement
- Underlying Technology
Where Marketers Should Go
- The Individual’s Perspective
- The Brand’s Perspective
- Readiness Framework
Implementation
- Requirements
- Organizational Structure
Long-Term Implications
- Changing Consumer Expectations
- Brand Purpose
- Humanizing Technology
Conclusion
Link to read the book online: http://www.jamescannella.com/wp-content/uploads/2018/04/Cannella_J_Spring_2018.pdf