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James Cannella

Artificial Intelligence in Marketing (Honors Thesis Research Paper)

Read my full honors thesis research paper on artificial intelligence (AI) in marketing:

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How does Artificial Intelligence (AI) affect marketing?

Artificial intelligence is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI and its subcategories like Machine Learning (ML) and Deep Learning (DL) hold tremendous potential for vastly altering how marketing is done.

AI, ML and DL offer an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI.

New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights.

Adapting to an AI Marketing landscape

There are many important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself.

The recent progress of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.

Artificial Intelligence in Marketing (2018 Honors Thesis)

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Table of Contents

Abstract

Introduction

Scope and Methodology

Backstory

A brief history and origin story of AI.

Consumer Perceptions

How do people perceive AI currently? What are the brand safety implications of using AI for marketing?

Defining Artificial Intelligence

Key AI terminology and vocabulary to know.

Artificial Intelligence (AI)
Artificial General Intelligence (AGI)
Narrow AI
Machine Learning (ML)
Deep Learning (DL)
Natural Language Processing (NLP)
Signal Processing

AI In Marketing Today

How are brands currently using AI in marketing today? What are some examples of how AI can be applied to marketing?

1:1 Marketing

How AI enables hyper-personalization, or 1-to-1 marketing at-scale.

Levels of AI Implementation

A framework for analyzing the varying degrees in which companies are implementing AI currently, from off-the-shelf AI products to full-scale deployment.

Programmatic Advertising

How does AI affect programmatic digital advertising? The impact of AI on Facebook Ads, Google Ads, and more.

Transparency , Distrust, and Fraud
Omnichannel Marketing
Retargeting

Organizational Structure

How companies are structuring their teams to enable successful AI projects.

Image Recognition and Computer Vision

A look at various applications of AI image recognition and computer vision models in marketing.

Social Media
Segmentation and Targeting
Facial Recognition
Interactive Marketing Through Biometrics
Analytics

Creativity

Applications of AI for creative use cases in marketing.

Personalized Narratives
Localization
Audio Generation
Image Curation
Augmentation
Data Synergy

Chatbots

How AI-powered chatbots can be used in marketing, eCommerce, and customer service.

Customer Service
eCommerce
Personal Assistants
Chatbot Management

Personalized UI and UX

Using AI to deliver personalized digital experiences.

Voice

Applications of AI for voice.

Personal Assistants
Advertising on Voice Assistants
Impact of Voice on SEO
Shopping Using Voice
Automated Phone Calls

Pitfalls of AI and Areas of Improvement

What are some of the main weaknesses of AI in its current state? How can AI be improved?

Malicious AI
Job Displacement
Underlying Technology

Where Marketers Should Go

How can marketers adapt to an AI Marketing landscape? How can brands and non-programmers get started with AI?

The Individual's Perspective
The Brand's Perspective
AI Readiness Framework

Implementation

What are the steps for implementing AI? What are the prerequisites for a successful AI launch?

Requirements
Organizational Structure

Long-Term Implications

How will AI affect marketing long-term? What changes might we see as AI becomes more widely adopted? How does the relationship between brands and consumers change in an AI Marketing landscape?

Impact of AI on Consumer Behavior
Increased Importance of Brand Purpose
Human-Centered Technology

Conclusion

Read the full paper here:

AI in Marketing Honors Thesis (PDF)
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