FUTURE STUDIES (QUALIS A4). Call for papers: Artificial Intelligence in Marketing: Strategies, Experiences, and Analyses
Creators: name: Limongi, Ricardo
name: Andreoni, Renata
name: Pimenta, Daiana
Publisher: name: Zenodo
Year: 2024
Subjects: Data Analysis and Personalization with AI
Innovations in Marketing Strategies using AI
Ethics and Transparency in the Application of AI in Marketing
Interaction between AI and Consumer Experience
AI and the Transformation of B2B Marketing
Emerging Technologies Integrated with AI in Marketing

description: Presentation:

 

This dossier focuses on the growing interaction between marketing and artificial intelligence (AI), highlighting how this combination transforms business strategies and consumer communication. Initially, it examines data analysis and personalization through AI, which is essential for understanding modern consumer behavior. Next, it discusses innovations in AI-driven marketing strategies, including optimizing existing practices and introducing new tools and approaches.

 

A critical point addressed is the ethics and transparency in the application of AI in marketing, emphasizing the importance of balancing innovation with consumer rights. The interaction between AI and consumer experience is also explored, showing how AI redefines the customer journey. Specifically in B2B marketing, the document highlights how AI modifies business strategies and operations. Therefore, this dossier aims to provide a current overview of trends and innovations at the intersection of AI and marketing, serving as an informative resource for professionals, academics, and those interested in the field.

 

Contextualization

 

AI began as a theoretical field in the mid-20th century and has evolved with technological advancement. Initially focused on simulating human intelligence, it has found practical applications in various areas, including marketing. AI is a central piece in marketing for enabling the analysis of large volumes of data, providing insights into consumer behavior. It also allows for personalization in marketing campaigns, from customized content to targeted product recommendations. Additionally, AI is redefining the customer experience, with chatbots and virtual assistants offering instant and personalized support.

 

AI will continue to play a fundamental role in marketing as we progress. Marketing professionals are just beginning to explore the potential of AI in personalization, trend forecasting, and marketing automation and promise further integration and innovations in the marketing field. Thus, this dossier proposes to explore this constantly changing landscape, looking at how AI is shaping and will be crucial to the future of marketing.

Justification

 

The emergence of AI is transforming the field of marketing in multifaceted ways; hence, we present central points that justify the proposal of this dossier:

 

- Current and Future Relevance: AI is central to marketing innovations, and understanding its function, application, and impact is essential to keep up with market trends and emerging practices.

- Practical and Theoretical Implications: the integration of AI in marketing presents both challenges and opportunities; therefore, this dossier explores innovative practices, ethical and legal challenges, and the future of AI in marketing.

- Contribution to Marketing Strategies: analyzing AI applications in marketing offers insights for developing more effective and personalized strategies, benefiting both brands and consumers.

- Promotion of Interdisciplinary Dialogue: fostering an interdisciplinary dialogue providing a holistic view.

 

Theoretical Foundation

 

Data analysis and personalization through artificial intelligence (AI) catalyze a more sophisticated understanding of consumer behavior, enabling personalized marketing (VLAČIĆ et al., 2021). Integrating AI in marketing strategies optimizes existing practices and introduces innovative approaches and tools, such as chatbots and predictive algorithms. These can anticipate consumer trends and preferences, inaugurating new paradigms of interaction and engagement (VERMA et al., 2021).

 

Moreover, the synergy between AI and consumer experience redefines the customer journey, from product discovery to post-sale service. AI enriches this experience, offering agile responses, personalized recommendations, and a deeper understanding of customer needs and preferences (HUANG; RUST, 2021). In this scenario, the challenge for companies is to adopt transparent and ethical practices in data and algorithm use, balancing efficiency and innovation with respect for consumer rights and expectations (CHINTALAPATI; PANDEY, 2022).

 

Particularly in B2B marketing, AI is transforming practices by enabling more detailed analysis of business patterns and facilitating data-driven decision-making. The interaction of AI with emerging technologies such as Big Data, the Internet of Things (IoT), and augmented reality is paving the way for more effective marketing strategies and immersive customer experiences. This convergence suggests a future where AI will complement and revolutionize marketing, promoting greater integration and synergy between different technologies.

 

Topics of interest include, but are not limited to:

- Data Analysis and Personalization with AI

- Innovations in Marketing Strategies using AI

- Ethics and Transparency in the Application of AI in Marketing

- Interaction between AI and Consumer Experience

- AI and the Transformation of B2B Marketing

- Emerging Technologies Integrated with AI in Marketing

 

REFERENCES

 CHINTALAPATI, S.; PANDEY, S. K. Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, v. 64, n. 1, p. 38–68, jan. 2022. 

HUANG, M.-H.; RUST, R. T. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, v. 49, n. 1, p. 30–50, jan. 2021. 

VERMA, S. et al. Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, v. 1, n. 1, p. 100002, abr. 2021. 

VLAČIĆ, B. et al. The evolving role of artificial intelligence in marketing: A review and research agenda. Journal of Business Research, v. 128, p. 187–203, maio 2021.