Preliminary communication
ANALYSIS OF BEST PRACTICE OF ARTIFICIAL INTELLIGENCE IMPLEMENTATION IN DIGITAL MARKETING ACTIVITIES
Ilijana Banjac
; Faculty of Economics and Business, University of Zagreb, Trg John F. Kennedyja 6, 10000 Zagreb, Croatia
Mirko Palić
orcid.org/0000-0001-8192-7868
; Faculty of Economics and Business, University of Zagreb, Trg John F. Kennedyja 6, 10000 Zagreb, Croatia
Abstract
Rapid development of artificial intelligence is transforming the world we live in. Advancement in technology and consumer's needs creates the urge for rapid adaptation by companies operating in a volatile and uncertain marketing environment in order to adequately shape their marketing decisions and achieve the best results on the market. The availability of information to consumers is greater than ever before causing an increase in the needs and demands they expect when buying and consuming a product or a service which results in higher efforts of personalization and individualization while creating marketing messages. This is precisely what innovative and disruptive technologies, such as intelligent self-learning systems based on artificial intelligence, allow companies to gain a better insight into the consumer's needs and create marketing content that will result in higher engagement and conversion rates.
This study investigates and analyses set of examples of best practices of artificial intelligence implementation and the benefits of its usage in marketing activities and campaigns in automotive, retail and hospitality industry through predicting, testing and optimizing. Study shows the way artificial intelligence systems make an exceptional contribution to the optimization of marketing activities and overall marketing performance efficiency. The paper ends with the conclusions and recommendations how to implement some of the presented AI solutions into the Croatian business practice.
Keywords
marketing; digital marketing; artificial intelligence
Hrčak ID:
254844
URI
Publication date:
30.3.2021.
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