2019冠状病毒病后人工智能与营销的交集:一个概念框架

Shoucheng Zhang
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引用次数: 0

摘要

由于疫情期间的大规模数字化,企业能够实现业务流程自动化,使人们和品牌之间有了更深的联系。然而,积极主动的战略是组织在危机情况下更进一步实施人工智能的下一步。尽管如此,大多数组织仍然没有充分解决这一日益严重的问题。新冠肺炎疫情爆发后,消费者行为不太可能恢复到疫情前的水平。消费者将越来越多地在网上购买商品和服务,更多的人将远程工作。在新冠肺炎疫情后的世界,随着经济体慢慢开始重新开放,随着企业开始适应新环境,人工智能(AI)将极其有价值。与其他全球危机类似,新冠肺炎疫情之前已经出现的几个主要趋势可能会因疫情而加速。企业必须在复苏阶段继续投资于人工智能举措。本文提出了一个营销和用户参与的概念框架,该框架以用户为中心使用人工智能和自动化,将传统的营销实践集成到一个可以通过结构化人工智能实现的总体框架中。嵌入式技术、人工智能和自动化已经对营销的四个P产生了重大影响,并将继续如此。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
ARTIFICIAL INTELLIGENCE AND MARKETING INTERSECTION POST-COVID-19: A CONCEPTUAL FRAMEWORK
As a result of mass digitization during the pandemic, businesses were able to automate business processes, giving people and brands a deeper connection. A proactive strategy, however, is the next step for organizations to implement AI during crisis situations by going one step further. In spite of this, most organizations still do not adequately address this growing problem. After Covid outbreaks, consumer behavior is unlikely to return to pre-pandemic levels. Consumers will increasingly buy goods and services online, and more people will work remotely. In the post-Covid-19 world, as economies slowly begin to open up again, artificial intelligence (AI) will be extremely valuable as companies begin to adapt to the new environment. Similar to other global crises, several major trends that were already underway before Covid are likely to accelerate as a result of the pandemic. Companies must continue to invest in artificial intelligence initiatives during the recovery phase. A conceptual framework for marketing and user engagement is presented in this paper that uses artificial intelligence and automation in ways that are user-centric, integrating traditional marketing practices into an overarching framework that can be implemented by structured artificial intelligence. Embedded technologies, artificial intelligence, and automation have had a significant impact on the four Ps of marketing and will continue to do so.
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