La influencia de la inteligencia artificial en el futuro del marketing

Juan Carlos Chávez Bravo

doi:10.51431/bbf.v10i3.690

Authors

Juan Carlos Chávez Bravo Universidad Peruana de Ciencias Aplicadas. Lima - Perú. https://orcid.org/0000-0002-8493-5414

DOI:

https://doi.org/10.51431/bbf.v10i3.690

Keywords:

Artificial intelligence, Content marketing, influence

Abstract

The objective of this article is to review the scientific production on the contribution of artificial intelligence in influencing the future of marketing in its content and virtual processes. Method It is descriptive in nature, it will deal with describing events and events that occurred without taking care of doing predictions correlations or predictions, a search for information was carried out in the main databases related to the objective. The result of the research allows us to appreciate the material impact of Artificial Intelligence in marketing to solve the required activities with efficiency, speed and costs according to the needs of its customers Conclusions The continuous development of artificial intelligence will transform and consolidate in the future relationship between marketing and its customer.

Downloads

Download data is not yet available.

References

Ameen, N.Tarhini, A. Reppel, A.Anand, A. (2021, January). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114. https://doi.org/10.1016/j.chb.2020.106548.

Albert. (2017). WHERE DOES ARTIFICIAL INTELLIGENCE FIT IN YOUR MARKETING STACK? Albert.Ai. https://albert.ai/wp-ontent/uploads/2017/03/AlbertWhitepaper_3.pdf.

Davenport, T, Guha, A., Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1, 1), 24–42. https://doi.org/10.1007/s11747-019-00696-0.

Eric Savitz. (2011, September). Customers Don’t Want To Talk To You, Either. Forbes. https://www.forbes.com/sites/ciocentral/2011/09/27/customers-dont-want-to-talk-to-you-either/?sh=73d8cc1b70dc.

Evergage, I. (2018). Trends in Personalization. Researchscape International. http://www.evergage.com/wp-content/uploads/2016/06/2016-Trends-in-Personalization-Survey-Report-Evergage-final.pdf

Gartner Summits. (2011). Gartner Customer 360 Summit 2011. https://www.gartner.com/imagesrv/summits/docs/na/customer-60/C360_2011_brochure_FINAL.pdf.

Gartner. (2015). Gartner Predicts Our Digital Future. Gartner. https://www.gartner.com/smarterwithgartner/gartner-predicts-our-digital-future/#:~:text=By 2018%2C 20 percent of, information through automated composition engines.

Grandinetti, R. (2020). How artificial intelligence can change the core of marketing theory. LLC CPC Business Perspectives, 16(2), 91–103. https://doi.org/10.21511/IM.16(2).2020.08.

Jan Kietzmann, Jeannette Paschen, E. T. (2018). How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research. https://doi.org/0.2501/JAR-2018-035.

Jennifer Leigh Brown. (2017). Chatbox UX: Crafting a Valuable Conversation. UX BOOTH. https://www.uxbooth.com/articles/chatbox-ux-crafting-a-valuable-conversation/.

QuestMedia. (2020). How Artificial Intelligence is Changing the World of Marketing. HubSpot Partner Agency. https://www.iquestmedia.ca/blog/marketing/how-AI-affects-marketing.

Karola Karlson. (2017, August). 8 Ways Intelligent Marketers Use Artificial Intelligence. Content Market Institute. https://contentmarketinginstitute.com/2017/08/marketers-use-artificial-intelligence/.

Sephora. (1995). Kik Sephora. Kik Interactive Inc. https://www.kik.com/bots/sephora/.

Kumar, V., Ramachandran, D, Kumar, B. (2020). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.01.007.

Marc Benioff. (2015). The future of technology and business. In Fortune. https://www.salesforce.com/au/blog/2015/01/marc-benioff-the-revolution-in-data-science-will-fundamentally-change-how-we-run-our-business.html.

S. Ransbotham, P. Gerbert, M. Reeves, D. Kiron, and M. S. (2018, September). Artificial Intelligence in Business Gets Rea. Pega, 1. https://sloanreview.mit.edu/.