Enrooting Artificial Intelligence Advantageously in Marketing

The study discusses and explains various aspects of adopting artificial intelligence in marketing. It starts with a diverse literature review of different perspectives and definitions of artificial intelligence, considering the different viewpoints on such a broad and rich subject. It is then followed by the potential threats of implementing AI technology, such as the increased hacking threats in the case of embedding such technology in businesses. Also, the overlap between the two fields is fairly discussed and explained from business and user perspectives. This chapter also addresses the impact of AI on customers’ behaviours and experiences thoroughly, especially when shopping online or even personally, and how customers react to involving such technologies in their shopping experience. Lastly, a brief conclusion summarises the study, including the author’s opinion on the subject discussed.