Application of AI in Marketing: A Proposed Conceptual Framework

This study has taken an attempt to develop a three-stage framework for strategic marketing planning. In this framework, three kinds of benefits of artificial intelligence (AI) have been highlighted, including thinking AI to process data for accurate decision-making, mechanical AI, which helps to automate repetitive functions related to marketing, and feeling AI that can effectively analyse humans’ emotions and interactions. The proposed framework highlights the ways that AI can be used in marketing strategy. In the context of market research, AI can be used for collection and analysis of data for performing marketing activities successfully and for accurately understanding the likes and dislikes of customers and other customer relationship management (CRM) processes. At the stage of marketing strategy, AI technology can be used for better segmentation. At the initial stage of marketing, mechanical aspects of AI can be used for standardisation purposes. Thinking AI is useful for personalisation products and services. Finally for relationship management, feeling AI is essential. We explain how many areas of marketing can benefit from this framework with the strategic application of AI in CRM activities.