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An Assessment of Blockchain and Artificial Intelligence as Transformational Technologies in Marketing
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Author(s): Seprianti Eka Putri (Universitas Bengkulu, Indonesia)
Copyright: 2022
Pages: 14
Source title:
Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch011
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Abstract
Marketing practice is changing in this era of digital disruption and revolutionary technologies. Transformation technology is a difficult task, but the adoption of blockchain and AI will make it easier. Regardless of the number of partners (internal, external, or both) participating in a given commercial transaction, a system in which numerous electronic parties can safely communicate, collaborate, and transact without human intervention is highly adaptive and efficient. The authors of this study propose a methodology for reviewing numerous situations of marketing through the use of transformative technologies and their relevant consequences for enterprise, consumer, and academic research to assess blockchain and AI as transformational.
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