Artificial Intelligence (AI) in Marketing: How AI Supports Marketers Throughout the Consumer Journey

Abstract

With an increase in the volume of consumer-curated data, marketers, and advertisers rely increasingly on Artificial Intelligence (AI) to transform this data into valuable consumer insights. AI’s key building blocks, such as Natural Language Process (NLP), image recognition, speech recognition, problem solving and reasoning, and machine learning, provide a gateway for marketers to understand and predict the needs and demands of consumers as well as reach them at all levels of their consumer journey. The purpose of this research is to understand deep linkages and ties between AI applications and subsequent AI relationships with consumers through digital marketing interfaces of various organizations. Three case studies are presented in this chapter to examine the proposed framework through AI Applications—Relationships lenses and implications for researchers, marketers, and policy makers are offered.KeywordsDataArtificial intelligenceConsumer journeyBuilding blocksUnstructured dataStructured data