Artificial Intelligence (AI) in Support of Marketing
DOI:
https://doi.org/10.38035/dit.v1i2.295Keywords:
Artificial Intelegence, MarketingAbstract
The purpose of this paper can be more focused and informative to provide a better understanding of the concept of AI in the context of marketing, references derived from related literature. This paper uses qualitative methods by providing findings from various existing journal literature related to the topic, after that the findings are discussed and provide a view in the discussion in this paper. A search of the papers used in support of this paper dozens of articles related to the topic. The use of AI in supporting marketing strategies, such as increased efficiency, personalization, and campaign optimization. Describes how AI can be used to analyze consumer data at scale, including preferences, online behavior, and purchasing patterns. AI can help in identifying and solving marketing problems, as well as achieving business goals through in-depth data analysis and intelligent recommendations. challenges associated with implementing AI in marketing, including privacy concerns, data security, and ethical concerns. In addition, we also provide a second perspective, namely that this paper provides deep insight into how AI plays a supporting role in the marketing realm and its impact on business strategy and outcomes.Recommendations for the findings in this paper in addition to providing benefits and contributions to other researchers, can be developed into a follow-up research.
References
Boobier, T. (2018). Advanced Analytics and AI: Impact, Implementation, and the Future of Work. https://api.semanticscholar.org/CorpusID:67428633
Chaitanya, K., Saha, G. C., Saha, H., Acharya, S., & Singla, M. (2023). The Impact of Artificial Intelligence and Machine Learning in Digital Marketing Strategies. European Economic Letters, 13(3), 982–992. https://doi.org/10.52783/eel.v13i3.393
Cherukuri, P. A. A., Vududala, S. K., Saraswathi, N., & Sanda, J. (2020). AI-based Strategic Marketing: SMAI Model. International Conference on Research in Management \& Technovation. https://api.semanticscholar.org/CorpusID:234366209
Crunk, J., & North, M. M. (2007). Decision Support Systems and Artificial Intelligence Technologies in Aid of Information Systems Based Marketing. International Management Review, 3, 61. https://api.semanticscholar.org/CorpusID:107615183
Cui, H., Nie, Y., Li, Z., & Zeng, J. (2022). Construction and Development of Modern Brand Marketing Management Mode Based on Artificial Intelligence. Journal of Sensors, 2022, 11. https://doi.org/10.1155/2022/9246545
Djermani, F., & Hajimia, H. (2021). Artificial Intelligence Effect on Marketing Mix. Jurnal Aplikasi Manajemen, Ekonomi Dan Bisnis, 6(1), 72–76. https://doi.org/10.51263/jameb.v6i1.132
Gil, D., Hobson, S., Mojsilovic, A., Puri, R., & Smith, J. R. (2019). AI for Management: An Overview. The Future of Management in an AI World. https://api.semanticscholar.org/CorpusID:204623521
Haag, F., Hopf, K., Vasconcelos, P. M., & Staake, T. (2022). Augmented cross-selling through explainable AI--a case from energy retailing. ArXiv Preprint ArXiv:2208.11404.
Haleem, A., Javaid, M., Asim Qadri, M., Pratap Singh, R., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3(August), 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Indupurnahayu, I., Setiawan, E. B., Agusinta, L., Suryawan, R. F., Ricardianto, P., Sari, M., Mulyono, S., & Sakti, R. F. J. (2021), Changes in Demand and Supply of the Crude Oil Market During the COVID-19 Pandemic and its Effects on the Natural Gas Market. International Journal of Energy Economics and Policy, 11(3), 1–6. Retrieved from https://www.econjournals.com/index.php/ijeep/article/view/10671.
Jabeen, M. (2022). The use of AI in marketing: Its impact and future. World Journal of Advanced Research and Reviews. https://api.semanticscholar.org/CorpusID:255289548
Kiran, K. N. R., Kumar, B. H., Mishra, B. S., Yadav, A. S., Y, N., & Tiwari, M. (2023). Artificial Intelligence Integrated with Machine Learning for Enhancing Business in E-World. 2023 5th International Conference on Inventive Research in Computing Applications (ICIRCA), 1060–1064. https://api.semanticscholar.org/CorpusID:261317480
Kiran, P. (2021). Artificial Intelligence in Marketing Welcome to the New Era of Artificial Intelligence in Marketing –. https://api.semanticscholar.org/CorpusID:249336196
Kreutzer, R. T., & Sirrenberg, M. (2019). Fields of Application of Artificial Intelligence—Customer Service, Marketing and Sales. Understanding Artificial Intelligence. https://api.semanticscholar.org/CorpusID:204497276
Lee, J.-H. (2021). Changes in marketing brought by AI. 2021 21st ACIS International Winter Conference on Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD-Winter), 257–259. https://api.semanticscholar.org/CorpusID:233332376
Mahakal, D. (2023). Impact Of Artificial Intelligence AI in Digital Marketing. Journal of Global Economy. https://api.semanticscholar.org/CorpusID:264181519
Mao, S., & Huang, R. (2021). Complexity Construction of Intelligent Marketing Strategy Based on Mobile Computing and Machine Learning Simulation Environment. Complexity, 2021. https://doi.org/10.1155/2021/9910834
Mei, Y. (2023). AI \& Entertainment: The Revolution of Customer Experience. Lecture Notes in Education Psychology and Public Media. https://api.semanticscholar.org/CorpusID:266070550
Pathak, A., & Sharma, S. D. (2022). Applications of Artificial Intelligence (AI) in Marketing Management. 2022 5th International Conference on Contemporary Computing and Informatics (IC3I), 1738–1745. https://api.semanticscholar.org/CorpusID:257667405
Perret, J. K., & Heitkamp, M. (2021). On the Potentials of Artificial Intelligence in Marketing – The Case of Robotic Process Automation. International Journal of Applied Research in Management and Economics, 4(4), 35–55. https://doi.org/10.33422/ijarme.v4i4.768
Rahman, W. F. W. A., Fauzi, A. A. C., Husain, W. S. W., Hassan, S. H. C., Kamaruzaman, N. U. S. N., & Aziz, W. N. H. W. A. (2020). The Usage of Artificial Intelligence in Marketing Automation?: Potentials and Pitfalls. https://api.semanticscholar.org/CorpusID:233490633
Rekha, A. G., Abdulla, M. S., & Asharaf, S. (2016). Artificial Intelligence Marketing: An application of a novel Lightly Trained Support Vector Data Description. Journal of Information and Optimization Sciences, 37, 681–691. https://api.semanticscholar.org/CorpusID:62973351
Ryan Firdiansyah Suryawan, Evaf Maulina, Karnawi Kamar, Abdul Samad Latuconsina, Budi Safari, Sugiyo, Siti Annisa Wahdiniawati, Lilik Suryaningsih, Indi Nervilia, Arjuna Wiwaha, Endri Endri, WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 20, 2023, Art. #129, Pages: 1463-1476, DOI: 10.37394/23207.2023.20.129
Ryan Firdiansyah Suryawan*, Basneldi, Mochammad Fatchoelqorib, Renil Septiano, Laynita Sari, Sri Widodo, Sri Yanthy Yosepha, Sugianto, Nurwulan Kusuma Devi, Two Meta-heuristic Algorithms for Solving Multi-objective Model for the Service Quality and Price in the Digital Supply Chain, Industrial Engineering & Management Systems Vol.21 No.3 pp.440-448, DOI : https://doi.org/10.7232/iems.2022.21.3.440
Ryan Firdiansyah, Monizaihasra Mohamed, Mohd Yusoff Yusliza, Jumadil Saputra and
Zikri Muhammad, A Review of Green Marketing Strategy Literature: MiniReview Approach, Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management, Singapore, March 7-11, 2021
Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993–1004. https://doi.org/10.55927/eajmr.v2i3.3112
Suharto Abdul Majid*, Prasadja Ricardianto, Yosi Pahala, Euis Saribanon, Sonya Sidjabat, Mochamad Arif Hernawan, Abdullah Ade Suryobuwono, Ryan Firdiansyah Suryawan, Determining Optimal Marketing based on Market Attraction and Market Based Strategies by Considering Customer Life Time Network Value, Industrial Engineering & Management Systems Vol.21 No.2 pp.401-408 DOI : https://doi.org/10.7232/iems.2022.21.2.401
Talaat, F. M., Aljadani, A., Alharthi, B., Farsi, M. A., Badawy, M., & Elhosseini, M. A. (2023). A Mathematical Model for Customer Segmentation Leveraging Deep Learning, Explainable AI, and RFM Analysis in Targeted Marketing. Mathematics. https://api.semanticscholar.org/CorpusID:262193034
Truong, T. C., & Diep, Q. B. (2023). Technological Spotlights of Digital Transformation in Tertiary Education. IEEE Access, 11(April), 40954–40966. https://doi.org/10.1109/ACCESS.2023.3270340
Vrublevskaia, O. (2021). Effectiveness and Universality of Artificial Intelligence Implementation in Marketing Media Industry and Cosmetics Industry.
Xie, D., & He, Y. (2022). Marketing Strategy of Rural Tourism Based on Big Data and Artificial Intelligence. Mobile Information Systems. https://api.semanticscholar.org/CorpusID:250193813
Yusuf, M., Febrian, W. D., Sinta, A. K., Juminawati, S., Kutoyo, M. S., Simbolon, E., Jumawan, J., Widjaja, A., Zen, A., Rajab, M., Supardi, S., Soesilo, R., Nuraeni, N., Susanto, P. C., Prayoga, R., Tahir, A. M. S., Irzani, I., Suryawan, R. F., Pratikno, Y., & Safariningsih, R. T. H. (2023). Manajemen (Teori & Aplikasi). In S. S. Atmodjo (Ed.), Eureka Media Aksara. Eureka Media Aksara.
Zvaigzne, A., Mietule, I., Kotane, I., Sprudzane, S., & Bartkute-Norkuniene, V. (2023). Digital innovations in tourism: the perceptions of stakeholders. Worldwide Hospitality and Tourism Themes, 15(5), 528–537. https://doi.org/10.1108/WHATT-06-2023-0080
Chaitanya, K., Saha, G. C., Saha, H., Acharya, S., & Singla, M. (2023). The Impact of Artificial Intelligence and Machine Learning in Digital Marketing Strategies. European Economic Letters, 13(3), 982–992. https://doi.org/10.52783/eel.v13i3.393
Cherukuri, P. A. A., Vududala, S. K., Saraswathi, N., & Sanda, J. (2020). AI-based Strategic Marketing: SMAI Model. International Conference on Research in Management \& Technovation. https://api.semanticscholar.org/CorpusID:234366209
Crunk, J., & North, M. M. (2007). Decision Support Systems and Artificial Intelligence Technologies in Aid of Information Systems Based Marketing. International Management Review, 3, 61. https://api.semanticscholar.org/CorpusID:107615183
Cui, H., Nie, Y., Li, Z., & Zeng, J. (2022). Construction and Development of Modern Brand Marketing Management Mode Based on Artificial Intelligence. Journal of Sensors, 2022, 11. https://doi.org/10.1155/2022/9246545
Djermani, F., & Hajimia, H. (2021). Artificial Intelligence Effect on Marketing Mix. Jurnal Aplikasi Manajemen, Ekonomi Dan Bisnis, 6(1), 72–76. https://doi.org/10.51263/jameb.v6i1.132
Gil, D., Hobson, S., Mojsilovic, A., Puri, R., & Smith, J. R. (2019). AI for Management: An Overview. The Future of Management in an AI World. https://api.semanticscholar.org/CorpusID:204623521
Haag, F., Hopf, K., Vasconcelos, P. M., & Staake, T. (2022). Augmented cross-selling through explainable AI--a case from energy retailing. ArXiv Preprint ArXiv:2208.11404.
Haleem, A., Javaid, M., Asim Qadri, M., Pratap Singh, R., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3(August), 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Indupurnahayu, I., Setiawan, E. B., Agusinta, L., Suryawan, R. F., Ricardianto, P., Sari, M., Mulyono, S., & Sakti, R. F. J. (2021), Changes in Demand and Supply of the Crude Oil Market During the COVID-19 Pandemic and its Effects on the Natural Gas Market. International Journal of Energy Economics and Policy, 11(3), 1–6. Retrieved from https://www.econjournals.com/index.php/ijeep/article/view/10671.
Jabeen, M. (2022). The use of AI in marketing: Its impact and future. World Journal of Advanced Research and Reviews. https://api.semanticscholar.org/CorpusID:255289548
Kiran, K. N. R., Kumar, B. H., Mishra, B. S., Yadav, A. S., Y, N., & Tiwari, M. (2023). Artificial Intelligence Integrated with Machine Learning for Enhancing Business in E-World. 2023 5th International Conference on Inventive Research in Computing Applications (ICIRCA), 1060–1064. https://api.semanticscholar.org/CorpusID:261317480
Kiran, P. (2021). Artificial Intelligence in Marketing Welcome to the New Era of Artificial Intelligence in Marketing –. https://api.semanticscholar.org/CorpusID:249336196
Kreutzer, R. T., & Sirrenberg, M. (2019). Fields of Application of Artificial Intelligence—Customer Service, Marketing and Sales. Understanding Artificial Intelligence. https://api.semanticscholar.org/CorpusID:204497276
Lee, J.-H. (2021). Changes in marketing brought by AI. 2021 21st ACIS International Winter Conference on Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD-Winter), 257–259. https://api.semanticscholar.org/CorpusID:233332376
Mahakal, D. (2023). Impact Of Artificial Intelligence AI in Digital Marketing. Journal of Global Economy. https://api.semanticscholar.org/CorpusID:264181519
Mao, S., & Huang, R. (2021). Complexity Construction of Intelligent Marketing Strategy Based on Mobile Computing and Machine Learning Simulation Environment. Complexity, 2021. https://doi.org/10.1155/2021/9910834
Mei, Y. (2023). AI \& Entertainment: The Revolution of Customer Experience. Lecture Notes in Education Psychology and Public Media. https://api.semanticscholar.org/CorpusID:266070550
Pathak, A., & Sharma, S. D. (2022). Applications of Artificial Intelligence (AI) in Marketing Management. 2022 5th International Conference on Contemporary Computing and Informatics (IC3I), 1738–1745. https://api.semanticscholar.org/CorpusID:257667405
Perret, J. K., & Heitkamp, M. (2021). On the Potentials of Artificial Intelligence in Marketing – The Case of Robotic Process Automation. International Journal of Applied Research in Management and Economics, 4(4), 35–55. https://doi.org/10.33422/ijarme.v4i4.768
Rahman, W. F. W. A., Fauzi, A. A. C., Husain, W. S. W., Hassan, S. H. C., Kamaruzaman, N. U. S. N., & Aziz, W. N. H. W. A. (2020). The Usage of Artificial Intelligence in Marketing Automation?: Potentials and Pitfalls. https://api.semanticscholar.org/CorpusID:233490633
Rekha, A. G., Abdulla, M. S., & Asharaf, S. (2016). Artificial Intelligence Marketing: An application of a novel Lightly Trained Support Vector Data Description. Journal of Information and Optimization Sciences, 37, 681–691. https://api.semanticscholar.org/CorpusID:62973351
Ryan Firdiansyah Suryawan, Evaf Maulina, Karnawi Kamar, Abdul Samad Latuconsina, Budi Safari, Sugiyo, Siti Annisa Wahdiniawati, Lilik Suryaningsih, Indi Nervilia, Arjuna Wiwaha, Endri Endri, WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 20, 2023, Art. #129, Pages: 1463-1476, DOI: 10.37394/23207.2023.20.129
Ryan Firdiansyah Suryawan*, Basneldi, Mochammad Fatchoelqorib, Renil Septiano, Laynita Sari, Sri Widodo, Sri Yanthy Yosepha, Sugianto, Nurwulan Kusuma Devi, Two Meta-heuristic Algorithms for Solving Multi-objective Model for the Service Quality and Price in the Digital Supply Chain, Industrial Engineering & Management Systems Vol.21 No.3 pp.440-448, DOI : https://doi.org/10.7232/iems.2022.21.3.440
Ryan Firdiansyah, Monizaihasra Mohamed, Mohd Yusoff Yusliza, Jumadil Saputra and
Zikri Muhammad, A Review of Green Marketing Strategy Literature: MiniReview Approach, Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management, Singapore, March 7-11, 2021
Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993–1004. https://doi.org/10.55927/eajmr.v2i3.3112
Suharto Abdul Majid*, Prasadja Ricardianto, Yosi Pahala, Euis Saribanon, Sonya Sidjabat, Mochamad Arif Hernawan, Abdullah Ade Suryobuwono, Ryan Firdiansyah Suryawan, Determining Optimal Marketing based on Market Attraction and Market Based Strategies by Considering Customer Life Time Network Value, Industrial Engineering & Management Systems Vol.21 No.2 pp.401-408 DOI : https://doi.org/10.7232/iems.2022.21.2.401
Talaat, F. M., Aljadani, A., Alharthi, B., Farsi, M. A., Badawy, M., & Elhosseini, M. A. (2023). A Mathematical Model for Customer Segmentation Leveraging Deep Learning, Explainable AI, and RFM Analysis in Targeted Marketing. Mathematics. https://api.semanticscholar.org/CorpusID:262193034
Truong, T. C., & Diep, Q. B. (2023). Technological Spotlights of Digital Transformation in Tertiary Education. IEEE Access, 11(April), 40954–40966. https://doi.org/10.1109/ACCESS.2023.3270340
Vrublevskaia, O. (2021). Effectiveness and Universality of Artificial Intelligence Implementation in Marketing Media Industry and Cosmetics Industry.
Xie, D., & He, Y. (2022). Marketing Strategy of Rural Tourism Based on Big Data and Artificial Intelligence. Mobile Information Systems. https://api.semanticscholar.org/CorpusID:250193813
Yusuf, M., Febrian, W. D., Sinta, A. K., Juminawati, S., Kutoyo, M. S., Simbolon, E., Jumawan, J., Widjaja, A., Zen, A., Rajab, M., Supardi, S., Soesilo, R., Nuraeni, N., Susanto, P. C., Prayoga, R., Tahir, A. M. S., Irzani, I., Suryawan, R. F., Pratikno, Y., & Safariningsih, R. T. H. (2023). Manajemen (Teori & Aplikasi). In S. S. Atmodjo (Ed.), Eureka Media Aksara. Eureka Media Aksara.
Zvaigzne, A., Mietule, I., Kotane, I., Sprudzane, S., & Bartkute-Norkuniene, V. (2023). Digital innovations in tourism: the perceptions of stakeholders. Worldwide Hospitality and Tourism Themes, 15(5), 528–537. https://doi.org/10.1108/WHATT-06-2023-0080
Downloads
Published
2023-12-27
How to Cite
Panggabean, H. L., Ryan Firdiansyah Suryawan, Indra Sani, & Didin Sjarifudin. (2023). Artificial Intelligence (AI) in Support of Marketing. Dinasti Information and Technology, 1(2), 37–43. https://doi.org/10.38035/dit.v1i2.295
Issue
Section
Articles
License
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the DIT has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at DIT.
