The Implications of Artificial Intelligence Applications in Supporting Contemporary Marketing Activities

Abstract

This research paper aims to shed light on the relationship between artificial intelligence (AI) and big data in the field of marketing, as two fundamental pillars of digital transformation. The study illustrates how AI relies on big data to enhance its analytical and predictive capabilities, thereby contributing to improved customer targeting, personalized offerings, and increased efficiency of marketing campaigns. It also discusses the challenges associated with the use of these technologies, whether in terms of privacy and ethical dimensions or data quality and management. The paper concludes that the integration of AI and big data represents a strategic opportunity to develop more effective and innovative marketing models, provided that sound governance mechanisms are in place to balance economic gains with ethical considerations.