التكامل الاقتصادي
Volume 11, Numéro 5, Pages 117-132
2023-09-30
Artificial Intelligence And Marketing: A New Perspective For A Better Performance Case Studies: Sephora, Amazon And Spotify
Authors : Hocine Lynda .
Abstract
The potential of artificial intelligence (AI) is now being used in areas and fields beyond computer science. Managers and marketers are implementing a variety of AI elements to help their companies achieve their goals. Big data, machine learning, and deep learning are the most commonly used elements by managers to aid in decision-making and strategy formulation. Researchers are investigating the benefits, as well as the drawbacks and limitations of AI implementation in businesses. This paper seeks to explain how AI technologies can be used in multiple functions of a single business in general, and in marketing in particular. It also seeks to discuss the benefits and drawbacks of AI technologies. The first part of this paper is dedicated to a literature review of previous studies. In the second part, we present three case studies of Sephora, Amazon, and Spotify to answer the research question. In the last part, we provide businesses that are considering using AI with a few recommendations. The findings of the study have revealed that AI is a powerful tool that can help businesses to improve their performance in a number of ways. Spotify, Amazon, and Sephora provide good examples of this.
Keywords
artificial intelligence ; marketing ; marketing performance ; business ; decision making
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