Artificial Intelligence Applied to Digital Marketing in Machine Learning
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Abstract
Based on the theory that both manual and cognitive tasks can be replaced by
Artificial Intelligence, this study explores, using a qualitative research method, the impact of
Artificial Intelligence (AI) in Digital Marketing. An analysis of interviews with 15 experts from
different industries related to Marketing and AI shows that AI have impact in Marketing
processes and the impact will be bigger in the future. The study reinforces that many of the
manual and repetitive tasks of a marketer’s life can already be replaced by AI, and the use of
machines working together with humans are the key to better marketing results. The challenges
and ethical aspects that lead to a slow or non-adoption of AI have been addressed, and one of the
major obstacles is that humans aren’t yet confident in technology and, they are not yet ready for
this cultural change. Based on these findings, business decision-makers and managers need to
prepare their companies and employees for the implementation of AI in Marketing.
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