Artificial Intelligence in Marketing

ISBN-13: 9781802628760 / Angielski / Twarda / 2023 / 344 str.

USA) K. Sudhir (Yale University; USA) Olivier Toubia (Columbia University; USA) Naresh K. Malhotra (Georgia Institute of Technology

Opis

Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots. Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.