Research Article
Artificial Intelligence Adoption in Marketing
@INPROCEEDINGS{10.4108/eai.4-9-2024.2353976, author={Heditia Umi Ismulyani and Satria Bangsawan and Dorothy Pandjaitan}, title={Artificial Intelligence Adoption in Marketing}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={artificial intelligence marketing strategy transformation cyber security}, doi={10.4108/eai.4-9-2024.2353976} }- Heditia Umi Ismulyani
Satria Bangsawan
Dorothy Pandjaitan
Year: 2024
Artificial Intelligence Adoption in Marketing
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2353976
Abstract
This article delves into the concept of artificial intelligence in marketing, transformative role of Artificial Intelligence (AI) in marketing, highlighting its rapid advancements and the significant impact on various sectors, particularly in marketing. As organizations navigate the era of Big Data and sophisticated analytical techniques, the integration of AI technologies has become essential for deriving critical insights about customers and enhancing operational efficiency. The benefits of AI in personalizing marketing strategies and improving customer engagement, while also addressing the heightened risks of cyber security threats. By leveraging AI for real-time data analysis and decision-making, businesses can optimize their marketing efforts, ensuring alignment with customer needs and preferences.
