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Artificial Intelligence Applied to Digital Marketing
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Author(s): José Eduardo Aleixo (ISCAP, Polytechnic of Porto, Portugal), José Luís Reis (University of Maia, Portugal), Sandrina Francisca Teixeira (ISCAP, CEOS, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (ISCAP, CEOS, Polytechnic of Porto, Portugal)
Copyright: 2024
Pages: 52
Source title:
The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
Source Author(s)/Editor(s): Sandrina Teixeira (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)and Jorge Remondes (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-9324-3.ch002
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Abstract
In a time when the interest in artificial intelligence (AI) is increasingly gaining prominence, being considered by many as the beginning of the 4th Industrial Revolution, this chapter of this book explores, using qualitative research methodology, the impact resulting from AI applied to digital marketing. The analysis of interviews with ten experterts in AI and digital marketing, from different sectors of economic activity, showed that the impact of AI on marketing roles, skills, and capabilities is significant and will continue to develop in the future. This study reinforces that the impact of AI on digital marketing offers capabilities that allow more efficient and effective execution of marketing actions, allowing a global view of the audience, as well as the personalization and customization of the experience in real-time. The study proved that there is a need for investment in training by marketing professionals. The study also reveals that at the center of ethical concerns are concerns about the monopolization of data and its inappropriate, deliberate, or involuntary use.
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