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Artificial Intelligence-Internet of Things Integration for Smart Marketing: Challenges and Opportunities
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Author(s): K. R. Pundareeka Vittala (Faculty of Management, Jain University, Bengaluru, India), Kiran Kumar M. (CMS Business School, Jain University, Bengaluru, India), R. Seranmadevi (School of Commerce, Christ University, Bangalore, India)and Amit Kumar Tyagi (National Institute of Fashion Technology, New Delhi, India)
Copyright: 2024
Pages: 13
Source title:
Advancing Software Engineering Through AI, Federated Learning, and Large Language Models
Source Author(s)/Editor(s): Avinash Kumar Sharma (Sharda University, India), Nitin Chanderwal (University of Cincinnati, USA), Amarjeet Prajapati (Jaypee Institute of Information Technology, India), Pancham Singh (Ajay Kumar Garg Engineering College, Ghaziabad, India)and Mrignainy Kansal (Netaji Subhas University of Technology (NSUT), Delhi, India)
DOI: 10.4018/979-8-3693-3502-4.ch019
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Abstract
The convergence of AI and the internet of things (IoT) has revolutionized various industries, including marketing. This integration offers immense potential for enhancing marketing strategies through real-time data analysis, personalized customer experiences, and predictive analytics. However, it also presents several challenges that need to be addressed for successful implementation. This abstract explores the challenges and opportunities associated with integrating AI and IoT in smart marketing initiatives. It discusses the potential benefits such as improved targeting, increased efficiency, and enhanced customer engagement. Additionally, it examines the challenges such as data privacy concerns, interoperability issues, and the need for skilled personnel. Furthermore, the abstract delves into case studies and examples illustrating successful AI-IoT integration in marketing campaigns. It also highlights emerging trends and future directions in this domain, emphasizing the importance of addressing challenges to unlock the full potential of smart marketing.
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