On the Potentials of Artificial Intelligence in Marketing – The Case of Robotic Process Automation
Journal Title: International Journal of Applied Research in Management and Economics - Year 2021, Vol 4, Issue 4
Abstract
The various applications of AI have not yet led to widespread acceptance in marketing. Nevertheless, AI has enormous potential to fundamentally change the field of marketing with its applications, making the topic highly relevant for companies. By analyzing current applications, potential use cases in the near future, implementation opportunities and optimization areas, the study can present a comprehensive understanding of the long-term impact of AI in marketing and on marketing as a discipline. In particular, it looks at potential applications and challenges for companies that provide insight into the future of marketing. These are relevant to remain competitive in the future. In particular, the sub-area of Robotic Process Automation (RPA) will be addressed. For this purpose, two research questions were posed. On the one hand, the use cases in marketing that are given by the automation of processes by means of AI are examined. Secondly, the question is posed as to how the potential of AI in marketing can be further expanded and what trends can be identified or what significance RPA forms in this context. The analysis is based on a qualitative survey in the form of interviews with experts from the field.
Authors and Affiliations
Jens K. Perret, Maya Heitkamp
Keywords
Related Articles
- EP ID EP745404
- DOI https://doi.org/10.33422/ijarme.v4i4.768
- Views 53
- Downloads 0
A Systematic Literature Review of the EFQM Excellence Model from 1991 to 2019
A systematic literature review (SLR) from 1991 to 2019 is carried out about EFQM (European Foundation for Quality Management) excellence model in this paper. The aim of the paper is to present state of the art in quantit...
Parental Awareness and Attitudes of Digital Media Advertising to Children
Children today are very comfortable using electronic technology, Internet, on line games and digital platforms. The dominant portion of the on line content is consumed via their parentâs technological devices. Knowing...
Survey The Relationship Between Personality Characteristic And Anti-Productivity Behaviors (Case Study: Employees Of West Mazandaran Electricity Distribution Company)
Abnormal behavior is a kind of voluntary behavior that violates organizational norms and reduces the productivity of organizations and individuals. This behavior involves abusive behaviors, production diversion behaviors...
Service Redesign General Sharia Insurance – Renewal Account
On present day, sharia insurance industry is having a significant growth yearly. The annual growth is around 3%-5% and potentially could achieve 20% yearly in growth. This research used the current existing service desig...
The Internal Auditors’ Perception of Blockchain Technology Implementation in Companies’ Business Activities
Nowadays, business activities of every company deal with numerous challenges related to various microeconomic, national, and global aspects. Information and communication technologies’ (ICTs’) developments have been cruc...