How AI Is Used in Digital Marketing
Name
Danijel Golubovic
Abstract
There is a recognized need for Artificial Intelligence and Digital Marketing, and their popularity has been noticed in the past decade. Companies have raised significant interest in the development of AI implementation in Digital Marketing. Furthermore, they strive to explore which Artificial Intelligence algorithms are the most effective within Marketing strategy. In addition to this, big data become a central figure of investment toward data-driven decisions in companies. This is due to empirical findings of how the company's users behave, their actions, and how to boost revenue by processing such data. If we take into consideration how worldwide, multinational companies are putting tremendous resources into R&D departments to go ahead of the competition in terms of AI-powered Digital Marketing, it can be said that traditional advertising will be replaced in full capacity by 'intelligent' Digital Marketing campaigns. Thus, this study investigates which AI ap-proaches are applicable in Digital Marketing, which Digital Marketing aspects are most flexible to be under AI impact and how AI can shape the Digital Marketing process to evolve as a better version of itself. The outcome of this thesis can be a good base for further research about combin-ing Digital Marketing and AI, and also it can contribute to other persons of interest in the profes-sional sense.
Graduation Thesis language
English
Graduation Thesis type
Master - Innovation and Technology Management
Supervisor(s)
Fredrik Payman Milani, PhD
Defence year
2021