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Artificial Intelligence in Marketing: A Study on Tools, Use, and Impacts
Abstract
Artificial intelligence (AI) is a technological advance that has revolutionized several sectors, including marketing. This study explores the fundamental concepts of AI, its different types, the controversies surrounding its use, and the types of AI tools available in marketing. This exploratory research used a bibliographical review and quantitative and qualitative empirical study applied to a universe of marketing professionals in Brazil to identify which tools and for what purpose these marketing professionals use them. The results indicate that marketers have extensive knowledge and significant adoption of AI tools, showing growing acceptance. It is concluded that adopting these tools is guided by local peculiarities. Despite the challenges, the positive outlook suggests that AI drives efficiency in marketing, emphasizing the need for an ethical and collaborative approach to its responsible use.
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