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How Artificial Intelligence Is Impacting Marketing?
Abstract
Artificial intelligence is a transformational general purpose technology that is impacting marketing as a function and marketing managers' activities, capabilities, and performance. The job of a marketing manager will be evolving into understanding which kind of artificial intelligence can and should be applied to which kind of marketing actions for better performance. Marketing managers will have to go through a learning curve and acquire new skills. The aim of this chapter is to present the tertiary literature on AI and to discuss the future of AI's impact in the field of marketing. The literature on AI for marketing is growing steadily. This article starts by describing some key concepts of the AI literature. It then illustrates a few important consequences of AI on businesses in general. Finally, it unfolds some of the important ways on how AI is already impacting, and will continue to impact, marketing managers' activities, capabilities, and performance. The article ends by discussing the future implication for marketing managers.
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