Identification of areas for optimising marketing communications via AI systems

• Autorzy: Bajak Maria , Majerczyk Paweł

Identyfikatory

DOI

10.29119/1641-3466.2022.160.2

• Języki publikacji: EN

Abstrakty

EN

Purpose: The main objective of this article is to identify areas for optimizing marketing communication via artificial intelligence solutions. Design/methodology/approach: In order to realise the assumptions made, an analysis and evaluation of exemplary implementations of AI systems in marketing communications was carried out. For the purpose of achieving the research objective, it was decided to choose the case study method. As part of the discussion, the considerations on the use of AI undertaken in world literature were analysed, as well as the analysis of three different practical projects. Findings: AI can contribute to the optimisation and personalisation of communication with the customer. Its application generates multifaceted benefits for both sides of the market exchange. Achieving them, however, requires a good understanding of this technology and the precise setting of objectives for its implementation. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the benefits of using artificial intelligence in communication with the consumer. The results of the research can be used both in market practice and also serve as an inspiration for further studies of this topic. Originality/value: The article reveals the specifics of artificial intelligence in relation to business activities and, in particular, communication with the buyer. The research used examples from business practice.

Słowa kluczowe

EN

artificial Intelligence; marketing communication; machine learning; Big Data; new technologies

PL

sztuczna inteligencja; komunikacja marketingowa; nauczanie maszynowe; zbiór danych; nowe technologie

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Tom: z. 160
• Strony: 25--38
• Opis fizyczny: Bibliogr. 46 poz.

Twórcy

autor

Bajak Maria

• Cracow University of Economics

• https://orcid.org/0000-0003-4769-7696

autor

Majerczyk Paweł

• Cracow University of Economics

• https://orcid.org/0000-0001-9810-8922

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Uwagi

PL

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).