1. A strategic framework for artificial intelligence in marketing
- Author
-
Huang, Ming-Hui and Rust, Roland T.
- Subjects
Artificial intelligence -- Usage ,Natural language interfaces -- Usage ,Consumer behavior -- Analysis ,Computational linguistics -- Usage ,Language processing -- Usage ,Artificial intelligence ,Technology application ,Advertising, marketing and public relations ,Business - Abstract
The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI., Author(s): Ming-Hui Huang [sup.1] , Roland T. Rust [sup.2] Author Affiliations: (1) grid.19188.39, 0000 0004 0546 0241, Department of Information Management, College of Management, National Taiwan University, , 1, Sec. [...]
- Published
- 2021
- Full Text
- View/download PDF