Review of AI-based marketing approaches

Abstract

Artificial intelligence is the shiny new frontier in marketing. The increasing computational capabilities of computers and algorithms, and the increasing availability of huge volumes of data, may pave the way to new and unexplored venues in the whole marketing sector. Every single piece of the customer journey is going to change, and the process has already started. With big data at the center of my analysis, there are several aspects that I wish to investigate: - What is the current state of the art, regarding AI application in the marketing sector, and what the future may look like a couple years from now - Which are the best options, at firm level, in order to perfectly apply AI to provide a better, more tuned and seamless shopping experience that may be different for every single consumer - Starting from the consumer, the creation of a personal virtual assistant that might help to mitigate the effect of such strong impact at firm level and may guide him/her to the best possible decision even before the prospective customer is aware of the needs the he/she may have - What may be the legal implications at European level in terms of personal privacy and use of personal data? Are these new options worth it if customers will not submit their preferences into these algorithms based devices?