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

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