Overview of artificial intelligence's use in marketing

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion

Abstract

Artificial intelligence is playing an increasingly important role in marketing. In this paper, we summarise the literature on the use of AI in marketing. We review some of the most widespread applications of AI to enhance marketing. We provide an intuitive explanation on how the power of AI is leveraged in each of these applications. We also go over some practical information including the most relevant data to collect and the metrics that can be used to evaluate the AI performances. We cover some real-life examples of companies that have used these applications. Finally, we propose a diagram representing all these applications, their sub-applications, and the interaction between them.