Central European Business Review 2019, 8(2):46-55 | DOI: 10.18267/j.cebr.213

Marketing and Artificial Intelligence

Krystyna Jarek1, Grzegorz Mazurek2
1 Kozminski University, Poland, krystyna.jarek@kozminski.edu.pl
2 Kozminski University, Poland, gmazurek@kozminski.edu.pl

In recent years, artificial intelligence (AI) has become an emerging trend in different fields: science, business, medicine, automotive and education. AI has also reached marketing. The aim of the paper is to research how deeply AI is applied in marketing and what implications there are for marketing practitioners. Authors stated two research questions - which areas of AI are used in marketing and what implications AI delivers for marketing managers. To answer those questions, the authors conducted research on secondary data with AI examples used for marketing purpose. The analysis of gathered examples shows that AI is widely introduced into the marketing field, though the applications are at the operational level. This may be the effect of careful implementation of the new technology, still at the level of experimenting with it. The uncertainty of the outcome of AI implementation may affect the caution in putting these innovations into practice as well. Gathered examples proved that AI influences all aspects of marketing mix impacting both consumer value delivery as well as the marketing organization and management. The paper delivers implications for business, especially ideas about implementing AI into marketing, designing innovations and the ideas on how to incorporate new skills into marketing team required by the new technology.

Keywords: artificial intelligence, AI, marketing, AI application, AI implications, AI in Marketing
JEL classification: M15, M31

Received: February 21, 2019; Revised: May 11, 2019; Accepted: May 13, 2019; Prepublished online: June 10, 2019; Published: June 19, 2019  Show citation

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Jarek, K., & Mazurek, G. (2019). Marketing and Artificial Intelligence. Central European Business Review, 8(2), 46-55. doi: 10.18267/j.cebr.213
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