Wei Zhang
Wei Zhang
Associate Professor at Iowa State University
Track: Predictive Analytics
Incorporating Artificial Intelligence into Marketing: Whether, When, What and How
Artificial intelligence (AI) has played a more and more important role in our daily life. The advent of ChatGPT has not only accelerated that trend, but also completely transformed how AI impact our professional and personal life. Understandably, marketers are fervently focusing on how to incorporate AI tools into marketing operations.
The objective of this presentation is to provide marketing leaders with a framework that can help them decide on how to incorporate AI into marketing operations. We classify all marketing activities into three categories: (1) understanding customers; (2) ranking customers; (3) interacting with customers. The decision of whether and how to incorporate AI into a marketing activity is driven by the combination of which category it belongs to, what are the key business questions, and what are the benefits of AI tools. We provide real-world case studies to illustrate the importance of the framework.
