3GE Collection on Business Management: Artificial Intelligence for Marketing

Digitalization is transforming the world at an unprecedented rate. Digital content is being consumed more than ever on a daily basis as people spend more time online, and the digital tools and platforms they use have become increasingly vital to their lives. Marketing companies are now integrating Artificial Intelligence (AI) into their strategies, a move that is currently revolutionizing the industry. The rise of AI has been fueled by increasing computing power and the explosion of Big Data. Consequently, a growing number of companies are turning to AI to make their operations smarter and more efficient, leveraging advancements in machine learning, neural networks, and deep learning. To make sense of vast datasets, learn more about their customers, and streamline operations, marketers are increasingly embracing these resources.

This E-Collection on Artificial Intelligence for Marketing provides an introduction to AI-driven marketing. It further explores how marketers are utilizing the power of AI and discusses the necessity of using these strategies for the marketing of products and services.

The vast amount of data that inundates every business today—known as "Big Data"—is expanding rapidly, doubling in size every 1.2 years and becoming too complex for traditional processing methods. In response, new technologies are emerging to provide advanced storage and high-speed processing. These technical advances are essential for managing the volume, variety, and velocity of Big Data, with the ultimate goal of improving business digitalization and transition strategies. Because of its ability to reshape strategic decision-making across every industry, AI is gaining immense importance in this context. By analyzing the effects of previous actions, AI systems can adapt their behavior and work independently. Machine Learning (ML), a complex subset of AI techniques, enables applications to learn and improve performance based on the data they process.

As a result, Big Data is becoming increasingly relevant and rich, especially when considering the multitude of devices—such as the Internet of Things (IoT), computers, and software agents—that generate it today. A key challenge for marketers and managers is transforming this raw data into meaningful information through appropriate analysis. Machine learning supports these efforts by enabling the exploration of data to derive correlations and patterns, and to create predictive models that can be used to develop highly effective marketing campaigns. This collection highlights the importance of AI in marketing and charts future directions for the field, acknowledging that AI has gained significant momentum due to its practical impact on present and future business.