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

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

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