Publication Type

Journal Article

Version

publishedVersion

Publication Date

6-2024

Abstract

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel ways of using AI techniques to derive innovative insights that can streamline marketing processes and make businesses more effective. The papers herein contribute not only to the advancement of knowledge and understanding surrounding the utilisation of AI in marketing but also play a crucial role in establishing a renewed and revitalised research agenda.

Keywords

Artificial intelligence, Digital technologies, Data-driven decision-making, Marketing strategy, Consumer behaviour

Discipline

Artificial Intelligence and Robotics | Databases and Information Systems | Marketing

Research Areas

Data Science and Engineering

Publication

Information Systems Frontiers

Volume

26

Issue

3

First Page

851

Last Page

856

ISSN

1387-3326

Identifier

10.1007/s10796-023-10462-x

Publisher

Springer

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1007/s10796-023-10462-x

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