AI in data-driven marketing: Decoding consumer choices and behaviours

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F26%3A0198772" target="_blank" >RIV/00216305:26510/26:0198772 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.scopus.com/pages/publications/105000778614?origin=recordpage" target="_blank" >https://www.scopus.com/pages/publications/105000778614?origin=recordpage</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/978-1-83662-326-720251005" target="_blank" >10.1108/978-1-83662-326-720251005</a>

Jazyk výsledku

angličtina

Název v původním jazyce

AI in data-driven marketing: Decoding consumer choices and behaviours

Popis výsledku v původním jazyce

The digital marketing sphere is witnessing a transformative era with the integration of artificial intelligence (AI), reshaping the methodologies businesses employ to comprehend and engage their consumer base. Throughout this chapter, the authors have discussed the investigation of diverse roles of AI in data-driven marketing. The authors have also examined its application in analysing and understanding consumer behaviour, delved into the complexities of AI-enabled targeted marketing strategies, and discussed the ethical considerations inherent in the utilization of AI within marketing contexts. This chapter seeks to provide a thorough analysis of both the current influence and the future potential of AI in revolutionizing digital marketing. This embarks on an exploration of AI's pivotal role in augmenting data-driven marketing practices, where the detailed examination of consumer data is leveraged to generate pertinent marketing insights and influence consumer engagement strategies. AI's incorporation into marketing transcends conventional analytical methods, enabling a deeper and more complex understanding of consumer behaviours, preferences, and decisionmaking mechanisms. Furthermore, it considers the forthcoming trends and challenges that AI introduces in this dynamic domain, envisioning a future where marketing strategies are increasingly guided by intelligent data interpretation.

Název v anglickém jazyce

AI in data-driven marketing: Decoding consumer choices and behaviours

Popis výsledku anglicky

The digital marketing sphere is witnessing a transformative era with the integration of artificial intelligence (AI), reshaping the methodologies businesses employ to comprehend and engage their consumer base. Throughout this chapter, the authors have discussed the investigation of diverse roles of AI in data-driven marketing. The authors have also examined its application in analysing and understanding consumer behaviour, delved into the complexities of AI-enabled targeted marketing strategies, and discussed the ethical considerations inherent in the utilization of AI within marketing contexts. This chapter seeks to provide a thorough analysis of both the current influence and the future potential of AI in revolutionizing digital marketing. This embarks on an exploration of AI's pivotal role in augmenting data-driven marketing practices, where the detailed examination of consumer data is leveraged to generate pertinent marketing insights and influence consumer engagement strategies. AI's incorporation into marketing transcends conventional analytical methods, enabling a deeper and more complex understanding of consumer behaviours, preferences, and decisionmaking mechanisms. Furthermore, it considers the forthcoming trends and challenges that AI introduces in this dynamic domain, envisioning a future where marketing strategies are increasingly guided by intelligent data interpretation.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Data Engineerign for Data-Driven Marketing

ISBN

9781836623274

Počet stran výsledku

12

Strana od-do

33-45

Počet stran knihy

234

Název nakladatele

Emerald Publishing

Místo vydání

Leeds, UK

Kód UT WoS kapitoly

—