Description
This study conducts a comprehensive literature review to explore the impact of artificial intelligence (AI) on marketing. AI is highlighted as a powerful tool in understanding consumer behavior through big data analytics and machine learning techniques. The literature emphasizes how AI-driven marketing tools make campaigns more personalized and targeted, helping brands build stronger connections with customers. The study examines cultural, social, economic, and individual factors influencing consumer behavior and how AI can analyze these factors. Additionally, AI-powered marketing tools are discussed in terms of their potential to enhance customer experience, content creation, and data analytics. The review also addresses AI's potential for providing competitive advantages in marketing strategies and considers future trends, along with ethical and security dimensions. Through this literature-based evaluation, the study analyzes the current and potential impacts of AI on marketing and discusses future directions for AI-supported marketing strategies.
Keywords: Artificial Intelligence, Marketing Strategies, Consumer Behavior, Big Data, Personalized Marketing, Ethics
| Full Name (In Capital Letters) | Esma Ebru Şentürk |
|---|---|
| ebrucesurr@gmail.com | |
| Kurum / University / Affiliated Institution | Hitit University |
| Akademik Ünvan/ Academic Title | Dr. |
| Country | Türkiye |
| Telefon / Phone Number | 05053706656 |
| Katılım Tipi /Participation Types | Çevrimiçi /Online |
| Sunum Dili /What Will Be The Presentation Language? | English |
| Where Do You Want to Publish the Full Text? | To be published in the full text booklet |
