Artificial intelligence and marketing: a review of challenges and opportunities

Artificial intelligence (AI) has revolutionized various industries, including marketing. This review aims to explore the challenges and opportunities presented by AI in marketing, focusing on the most recent findings. AI tools assist with customer segmentation, identifying new customers, making product recommendations, boosting sales, and enhancing customer support. They also play a role in creating advertising messages, generating responses on social media, researching purchasing behavior, and developing algorithms to predict buyer behavior. However, there are uncertainties and coordination issues involved.The review covers specific AI tools and techniques in marketing, including machine learning, natural language processing, predictive analytics, chatbots, and virtual assistants. The benefits of AI in marketing include personalized customer experiences, enhanced predictive analytics, streamlined marketing tasks, and new avenues for innovation. However, challenges include data quality and management issues, the need for specialized expertise, transparency and explainability issues, the rapid pace of technological change, and ethical considerations.

Keywords:

Artificial Intelligence Marketing , Machine Learning , Natural Language Processing , Predictive Analytics , Chatbots and Virtual Assistants