The Implications of Artificial Intelligence Applications in Supporting Contemporary Marketing Activities
DOI:
https://doi.org/10.66635/8ggyd822Keywords:
Artificial Intelligence (AI), Big Data, Modern Marketing, CustomersAbstract
This research paper aims to shed light on the relationship between artificial intelligence (AI) and big data in the field of marketing, as two fundamental pillars of digital transformation. The study illustrates how AI relies on big data to enhance its analytical and predictive capabilities, thereby contributing to improved customer targeting, personalized offerings, and increased efficiency of marketing campaigns. It also discusses the challenges associated with the use of these technologies, whether in terms of privacy and ethical dimensions or data quality and management. The paper concludes that the integration of AI and big data represents a strategic opportunity to develop more effective and innovative marketing models, provided that sound governance mechanisms are in place to balance economic gains with ethical considerations.
References
1.Moor, J. (2006). The Dartmouth College Artificial Intelligence Conference: The Next Fifty Years. AI Magazine,1 27(4), p.87.
2.Russell, S. J., & Norvig, P. (2016). Artificial Intelligence: A Modern Approach (3rd ed.). Pearson. Pp. 1–2.2
3.Russell, S. J., & Norvig, P. (2022). Artificial Intelligence: A Modern Approach (4th ed., Global ed.). Pearson. Pp. 19, 23.3
4.Nils J. Nilsson is one of the pioneers of artificial intelligence; his book “The Quest for Artificial Intelligence: A History of Ideas and Achievements” is a key reference documenting the history and development of the field, from its early beginnings in the eighteenth century to recent achievements.4
5.Nilsson, N. J. (2010). The Quest for Artificial Intelligence: A History of Ideas and Achievements. Cambridge5 University Press. P.13.
6.Stanford University. (2016). Artificial Intelligence and Life in 2030: One Hundred Year Study on Artificial6 Intelligence: Report of the 2015–2016 Study Panel. Stanford University. https://ai100.stanford.edu/2016-report
7.Mitchell, M. (2021). Artificial Intelligence: A Guide for Thinking Humans. Farrar, Straus and Giroux, p.17.7
8.Poole, D., & Mackworth, A. (2023). Artificial Intelligence: Foundations of Computational Agents (3rd ed.).8 Cambridge University Press. pp. 3–4.
9.Russell, S. J., & Norvig, P. (2022). Artificial Intelligence: A Modern Approach (4th ed., Global ed.). Pearson. p.79
10.Russell, S. J., & Norvig, P. (2022). Artificial Intelligence: A Modern Approach (4th ed., Global ed.). Pearson. p.78.10
11.Bughin, J., Hazan, E., Ramaswamy, S., Chui, M., Allas, T., Dahlstrom, P., & Trench, M. (2017). Artificial Intelligence:11 The Next Digital Frontier. McKinsey Global Institute.
12.O'Brien, W. J. (2017). Fiatech: The Next Generation of the Capital Projects Technology Roadmap. Journal of12 Construction Engineering and Management, 143(9).
13.McCarthy, E. J. (2002). Basic Marketing: A Managerial Approach (14th ed.). McGraw-Hill. P.8.13
14.Sharp, B. (2013). Marketing: Theory, Evidence, Practice. Oxford University Press.14
15.Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. P.27.15
16.Kotler, P., & Armstrong, G. (2020). Principles of Marketing (18th ed.). Pearson Education. P.6.16
17.Ferrell, O. C., & Hartline, M. (2017). Marketing Strategy: Text and Cases (7th ed.). Cengage Learning. p.16.17
18.Armstrong, G., & Kotler, P. (2020). Principles of Marketing (18th ed.). Pearson. P.3018
19.Mahmoud Abd al-Salam. (2021). Introductory Booklet Series — No. (16): Big Data Technology. Arab Monetary19 Fund. p.15.
20.Herman, E. L. (2024). Data Science for Decision Makers: Using Analytics and Case Studies. Mercury Learning andInformation. P.5. 20
21.Laney, D. et al. (2013). Big Data Means Big Business. Gartner Inc. P.7.21
22.Miele, S., & Shockley, R. (2013). Analytics: The Real-World Use of Big Data. IBM Global Services. p.3.22
23.International Telecommunication Union (ITU). (2013). Big Data: Big Today, Normal Tomorrow. ITU Technology Watch Report, No. 11. P.8.23
24.Hurwitz, J. S., Nugent, A., Halper, F., & Kaufman, M. (2013). Big Data for Dummies. John Wiley & Sons. Pp.15–16.24
25.Gandomi, A., & Haider, M. (2015). Beyond the Hype: Big Data Concepts, Methods, and Analytics. International Journal of Information Management, 35(2), p.139.25
26.Rane, N. L., Paramesha, M., Choudhary, S. P., & Rane, J. (2024). Artificial Intelligence, Machine Learning, and Deep Learning for Advanced Business Strategies: A Review. Partners Universal International Innovation Journal, 2(3), p.151.26
27.Rane, N. L., Paramesha, M., Choudhary, S. P., & Rane, J. (2024). Artificial Intelligence, Machine Learning, and Deep Learning for Advanced Business Strategies: A Review. Partners Universal International Innovation Journal, 2(3), p.148.27
28.O'Neil, C. (2016). Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy. Crown Publishing Group.28
29.Reis, J., & Housley, M. (2022). Fundamentals of Data Engineering. O'Reilly Media. Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science, 48(1), p.33.29
30.Wedel, M., & Kannan, P. K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing, 80(6), p.102.30
31.Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson Education Limited, p.25431
32.Mittelstadt, B. D. (2021). AI, Big Data, and the Future of Consent. AI & Society, 36(2), p.1719.32
33.Neil, C. (2016). Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy. Crown Publishing Group, p.5.33
34.AlDreabi, H., Al Twahya, F. K. A., Alzboun, N., Anabtawi, M., Abu Ghaboush, R., Alhur, M., & Alshurideh, M. T. (2024). The Role of Digital Communication in Developing Administrative Work in Higher Education Institutions. International Journal of Data and Network Science, 8(2), p.1263.34
35.United Nations Global Pulse. (2023). Building Ethics into Privacy Frameworks for Big Data and AI. UN Global Pulse & International Association of Privacy Professionals. https://www.unglobalpulse.org/wp-content/uploads/2023/12/BUILDING-ETHICS-INTO-PRIVACY-FRAMEWORKS-FOR-BIG-DATA-AND-AI-UN-Global-Pulse-IAPP.pdf35.
