Benefits of Artificial Intelligence and Machine Learning in Marketing

Abstract

Artificial intelligence (AI) impacts numerous aspects of life in the form of smart devices and smart applications, designed to understand consumer behaviour, needs, and preferences in order to deliver customized experiences. AI has been one of the primary drivers of innovation in marketing. Marketers are already leveraging the advantages of AI to gain valuable insights into customers, competitors and markets. Besides, AI automate tasks, reduce costs, and improve workflows. This paper examines the current and potential applications of AI within marketing by providing comprehensive overview of existing academic research.