The next 'deep' thing in X to Z marketing: An artificial intelligence driven approach

• Main Authors: CHARLES, Valentina, RANA, Nripendra, PAPPAS, Ioannis, KAMPHAUG, Magne, SIAU, Keng, ENGO-MONSEN, Kare
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: Artificial intelligence; Digital technologies; Data-driven decision-making; Marketing strategy; Consumer behaviour; Artificial Intelligence and Robotics; Databases and Information Systems; Marketing
• Online Access: https://ink.library.smu.edu.sg/sis_research/9529; https://ink.library.smu.edu.sg/context/sis_research/article/10529/viewcontent/s10796_023_10462_x_pvoa.pdf
• Institution: Singapore Management University

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for prac...