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Artificial Intelligence Applied to Digital Marketing

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Trends and Innovations in Information Systems and Technologies (WorldCIST 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1160))

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Abstract

Based on the theory that both manual and cognitive tasks can be replaced by Artificial Intelligence, this study explores, using a qualitative research method, the impact of Artificial Intelligence (AI) in Digital Marketing. An analysis of interviews with 15 experts from different industries related to Marketing and AI shows that AI have impact in Marketing processes and the impact will be bigger in the future. The study reinforces that many of the manual and repetitive tasks of a marketer’s life can already be replaced by AI, and the use of machines working together with humans are the key to better marketing results. The challenges and ethical aspects that lead to a slow or non-adoption of AI have been addressed, and one of the major obstacles is that humans aren’t yet confident in technology and, they are not yet ready for this cultural change. Based on these findings, business decision-makers and managers need to prepare their companies and employees for the implementation of AI in Marketing.

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Author information

Authors and Affiliations

  1. IPAM, Portuguese Institute of Marketing, Porto, Portugal

    Tiago Ribeiro & José Luís Reis

  2. ISMAI, Maia University Institute, Research Units UNICES/CEDTUR/CETRAD, Maia, Portugal

    José Luís Reis

Authors
  1. Tiago Ribeiro
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  2. José Luís Reis
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Corresponding author

Correspondence to José Luís Reis .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. FEUP, Universidade do Porto, Porto, Portugal

    Luís Paulo Reis

  4. DIMES, Università della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

  5. Faculty of Electrical Engineering, University of Montenegro, Podgorica, Montenegro

    Irena Orovic

  6. Universidade Portucalense, Porto, Portugal

    Fernando Moreira

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© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG

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Ribeiro, T., Reis, J.L. (2020). Artificial Intelligence Applied to Digital Marketing. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S., Orovic, I., Moreira, F. (eds) Trends and Innovations in Information Systems and Technologies. WorldCIST 2020. Advances in Intelligent Systems and Computing, vol 1160. Springer, Cham. https://doi.org/10.1007/978-3-030-45691-7_15

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