RECOGNIZING AND RANKING THE MOST IMPORTANT AI APPLICATIONS IN ONLINE MARKETING

Abstract

The application of artificial intelligence (AI) in online marketing has garnered significant attention from investors and marketing professionals. Despite this interest, limited research has been conducted on this topic. Therefore, the objective of this study is to identify and rank the diverse applications of AI in various aspects of online marketing. This study employs a mixed-method approach, utilizing qualitative data gathered through semi-structured interviews with experts in online marketing, AI, and electronic marketing. Subsequently, forty AI applications in online marketing are identified and categorized into four groups, based on a mixed marketing approach. In the quantitative phase, a questionnaire is utilized to prioritize the identified applications. The opinions of industry experts and students in Iran with knowledge of AI and online marketing are analyzed. The research identifies four general areas where AI can be applied effectively in online marketing: product design and value creation, pricing and cost design, advertising and customer communication, and product distribution. Personalized advertising, based on user behavior, and analysis of customer emotions regarding advertising are deemed the highest priority applications. Finally, the study ranks the most significant and least significant applications. Among the identified applications, the distribution of distribution forces in branches proportional to the predicted workload of each branch is ranked as having the least priority.