An Overview of the Emerging Role of Artificial Intelligence in Marketing

Yıl 2021, , 106 - 115, 10.06.2022

Mustafa Seçkin Şalvarlı , Doğu Kayışkan

https://doi.org/10.56203/iyd.1052548

Cited By: 1

Öz

Technologies such as the internet of things, big data analytics, blockchain and artificial intelligence have changed the way businesses work. Among all technologies, AI has enormous marketing transformation potential. Practitioners around the world are trying to find the most suitable AI solutions for their marketing functions. AI marketing uses AI-related technologies that help target consumers collect, analyze, and further interpret data and make programmed decisions considering trends in the economy that may influence their marketing strategy. This article attempts to provide an overview of the processes and relationships between AI and marketing.

Anahtar Kelimeler

Artificial Intellegence, Technology, Marketing

PAZARLAMA ALANINDA YAPAY ZEKANIN GELİŞEN ROLÜNE GENEL BİR BAKIŞ

Öz

Son yıllarda ortaya konmuş olan nesnelerin interneti, büyük veri analitiği, blok zinciri ve yapay zekâ gibi teknolojiler, işletmelerin çalışma biçimlerini değiştirmiştir. Tüm teknolojiler arasında yapay zeka muazzam bir pazarlama dönüşümü potansiyeline sahiptir. Dünya çapındaki uygulayıcılar, pazarlama işlevleri için en uygun yapay zeka çözümlerini bulmaya çalışımaktadırlar. Yapay zekâ pazarlaması, hedef tüketicilerin verilerinin toplamasını, analizini, yorumlanmasını ve bu bilgilere dayanarak, pazarlama stratejilerini etkileyebilecek ekonomideki eğilimleri göz önünde bulundurarak kararlar vermelerine yardımcı olan yapay zekâ ile bağlantılı teknolojileri kullanır. Bu makalede yapay zekâ ve pazarlama arasındaki süreç ve ilişkilere genel bir bakış sunulmaya çalışılmıştır.

Anahtar Kelimeler

Yapay Zeka, Teknoloji, Pazarlama

Kaynakça

• Brynjolfsson, E. and McAfee, A. (2014), The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, WW Norton and Company, New York, NY.
• Bock, D. E., Wolter, J. S., & Ferrell, O. C. (2020). Artificial intelligence: Disrupting what we know about services. Journal of Services Marketing, 34(3), 317–334.
• Chung, M., Ko, E., Joung, H. and Kim, S.J. (2018), “Chatbot e-service and customer satisfaction regarding luxury brands”, Journal of Business Research.
• Chablo, A. (1994). Potential Applications of Artificial Intelligence in Telecommunications. Technovation, 14(7), 431–435. Choudhuri, P. S. (2014). Information technology in fulfillment of the various needs of the LICI customers. Zenith International Journal of Business Economics & Management Research, 4(2), 203-210.
• Crittenden, W. F., Biel, I. K., & Lovely, W. A. (2019). Embracing digitalization: Student learning and new technologies. Journal of Marketing Education, 41(1), 5–14.
• Davenport, T. (2018). The AI Advantage: How to put the artificial intelligence revolution to work. Cambridge, MA, USA: MIT Press.
• Davenport, T., 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), 24–42.
• Ding, S., Zhang, Y., & Duygun, M. (2019). Modeling price volatility based on a genetic programming approach. British Journal of Management, 30(2), 328–340. https://doi. org/10.1111/1467-8551.12359.
• Furrer, O., Kerguignas, J. Y., Delcourt, C., & Gremler, D. D. (2020). Twenty-seven years of service research: a literature review and research agenda. Journal of Services Marketing, available online ahead of print: Doi: 10.1108/JSM-02-2019-0078.
• Garbuio, M., & Lin, N. (2019). Artificial intelligence as a growth engine for health care startups: Emerging business models. California Management Review, 61(2), 59–83. https://doi.org/10.1177/0008125618811931.
• Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, available online ahead of print: Doi: 10.1007/s11747-019-00711-4. Gill, T. G. (1995). Early Expert-Systems - Where Are They Now. MIS Quarterly, 19(1), 51–81.
• Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8.
• Haenlein, M., & Kaplan, A. (2019). A brief history of artificial intelligence: On the past, present, and future of artificial intelligence. California Management Review, 61(4), 5–14. https://doi.org/10.1177/0008125619864925.
• Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155–172.
• Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50.
• Jarrahi, M.H. (2018), “Artificial intelligence and the future of work: human-AI symbiosis in organizational decision making”, Business Horizons, Vol. 61 No. 4, pp. 577-586.
• Jarek, K., Mazurek, G. (2019), Marketing and artificial intelligence. Central European Business Review, 8(2), 46-55. Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129–139. https://doi.org/10.1016/j.bushor.2011.10.009.
• Kaplan, A. M., & Haenlein, M. (2016). Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster. Business Horizons, 59(4), 441–450. https://doi.org/10.1016/j.bushor.2016.03.008
• Kask, K . (2014). semanticscholar. Retrieved from www.semanticscholar.org:
• https://pdfs.semanticscholar.org/presentation/a873/8ca243dc433eeea8850843d67f27d92081b1.pdf
• Kotler, P., & Keller, K. L. (2009). Marketing Management. In K. L. Phillip kotler, Marketing Management (p. 11). PEARSON Education.
• Kahneman, D., Rosenfield, A. M., Gandhi, L., & Blaser, T. (2016). Noise: How to overcome the high, hidden cost of inconsistent decision making. Harvard Business Review, 94(10), 38–46 2016.pdf / Accessed 15 March 2020.
• Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135–155.
• Kumar, V., Ramachandran, D. & Kumar, B. (2020a). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, available online ahead of print: Doi: 10.1016/j.jbusres.2020.01.007.
• Mikalef, P., Framnes, V. A., Danielsen, F., Krogstie, J., & Olsen, D. (2017). Big data analytics capability: antecedents and business value. In Pacific Asia conference on information systems (PACIS). Association For Information Systems. https://aisel.aisnet.org/pacis2017/136.
• McCarthy, M. L. (1955). A Proposal for the Dartmouth SummerResearch Project on Artificial Intelligence. AI Magazine, 12-14.
• McCulloch, W.S. and Pitts, W. (1943), “A logical calculus of the ideas immanent in nervous activity”, The Bulletin of Mathematical Biophysics, Vol. 5 No. 4, pp. 115-133.
• MIT Technology Review Insights (2020). The global AI agenda: North America. MIT Technology Review, available at https://mittrinsights.s3.amazonaws.com/ AIagenda2020/NAAIagenda.pdf, accessed on 14/06/2020.
• McDuff, D., & Czerwinski, M. (2018). Designing emotionally sentient agents. Communications of the ACM, 61(12), 74–83.
• O’sullivan, S., Nevejans, N., Allen, C., Blyth, A., Leonard, S., Pagallo, U., Holzinger, K., Holzinger, A. and Ashrafian, H. (2019), “Legal, regulatory, and ethical frameworks for development of standards in artificial intelligence (AI) and autonomous robotic surgery”, The International Journal of Medical Robotics and Computer Assisted Surgery, Vol. 15 No. 1, pp. 1-12.
• Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the Computers Take Over: Using AI to Solve Marketing Problems. California Management Review, 61(4), 156–185.
• Paschen, J. (2019). Investigating the Emotional Appeal of Fake News Using Artificial Intelligence and Human Contributions. Journal of Product and Brand Management, available online ahead of print: Doi: 10.1108/JPBM-12-2018-2179.
• Permatasari, D., & Iqbal, M. (2019, August). Strengthening Entrepreneurship With A Grit System And Transformational Technology To Face Society 5.0 In Asian Community. In International Conference of One Asia Community (Vol. 1, No. 1, pp. 104-109).
• Putra, P., Liriwati, F. Y., Tahrim, T., Syafrudin, S., & Aslan, A. (2020). The students learning from home experiences during Covid-19 school closures policy in Indonesia. Jurnal Iqra': Kajian Ilmu Pendidikan, 5(2), 30-42.
• Russell, S. J., & Norvig, P. (2016). Artificial intelligence: A modern approach (3rd ed.). Upper Saddle River, NJ: Pearson Education Limited.
• Salimova, T., Vukovic, N., & Guskova, N. (2020). Towards sustainability through Industry 4.0 and Society 5.0. International Review, (3-4), 48-54.
• SIOP Administrative Office (2020). SIOP announces top 10 workplace trends for 2020. Society for Industrial and Organizational Psychology, available at: https://www.siop.org/Research-Publications/Items-of-Interest/ArtMID/19366/ArticleID/3361/Top-10-Workplace-Trends-for-2020?utm_source=SIOP&utm_medium=Website&utm_campaign=Top10page, accessed on 18/09/2020.
• Shaily, A.S. (2021), Data-privacy concerns and its influence on consumer purchasing intention in Bangladesh and India. International Journal of Marketing Studies, 13(11), 26-41.
• Schneider, S., & Leyer, M. (2019). Me or information technology? Adoption of artificial intelligence in the delegation of personal strategic decisions. Managerial and Decision Economics, 40(3), 223–231. https://doi.org/10.1002/mde.2982. Sousa, M. J., & Rocha, Á. (2019). Skills for disruptive digital business. Journal of Business Research, 94, 257–263. https://doi.org/10.1016/j.jbusres.2017.12.051.
• Soni, N., Sharma, E. K., Singh, N., & Kapoor, A. (2020). Artificial intelligence in business: From research and innovation to market deployment. Procedia Computer Science, 167, 2200-2210.
• Tractica (2020). Artificial Intelligence Software Market to Reach $126.0 Billion in Annual Worldwide Revenue by 2025.
• Omdia-Tractica, available at: https://tractica.omdia.com/newsroom/press-releases/artificial-intelligence-software-market-toreach-126-0-billion-in-annual-worldwide-revenue-by-2025, accessed on 14/6/2020.
• Tuan, M. N. D., Thanh, N. N., & Le Tuan, L. (2019). Applying a mindfulness-based reliability strategy to the Internet of Things in healthcare–A business model in the Vietnamese market. Technological Forecasting and Social Change, 140, 54–68. https://doi.org/10.1016/j.techfore.2018.10.024.
• Urban, B., Gaffurini, E. (2018), Social enterprises and organizational learning in South Africa. Journal of Entrepreneurship in Emerging Economies, 10, 117-133.
• Wirtz, B. W., & Müller, W. M. (2019). An integrated artificial intelligence framework for public management. Public Management Review, 21(7), 1076–1100. https://doi.org/10.1080/14719037.2018.1549268.