A Seminar Presentation

on
“Artificial Intelligence in Marketing”

Madan Mohan Malaviya University Of Technology

Humanities And Management Sciences Department

Project Guide: Project Co-Guide: Presented by:

Dr. S. N. Singh Dr. Priyanka Rai Utkarsh Trivedi

(Head of Department) (Assistant Professor), HMSD (MBA 2nd year)
HMSD Dr. Javed Alam 2020213073
(Assistant Professor), HMSD
Content Introduction to Artificial Intelligence
Literature Review
Critical Analysis of AI in Marketing
Recent Trends of AI in Marketing
Findings
Conclusion
References
 Artificial Intelligence
•Artificial intelligence refers to the simulation of human
intelligence in machines.

•The goals of artificial intelligence include mimicking

human cognitive activity like learning, reasoning, and
perception.

•AI is being used across different industries including

finance and healthcare.

•Simple AI tends to be simple and single-task oriented,

while strong AI carries on tasks that are more complex
and human-like.
 Literature Review

Author Year Objectives Method Findings

Leonardo 2021 Understanding role of AI Multiple Highlights application of AI in
Corbo [1] technology in marketing, the role Correspondence marketing, technological
of data protection and ethics. Analysis advancement, ethics, marketing
(MCA) channels, marketing strategy,
performance, and STP.

Muhammad 2021 To know the morals of services Quantitative Business development and
Tanveer [2] related to AI in order to develop Analysis on marketing have high positive
the marketing and businesses. primary data relationship with AI.
 Author Year Objectives Method Findings
Merlin Stone 2020 Applications of artificial Literature review, The public sector is a very
[3] intelligence (AI) in strategic important marketing decision
situations and identify the area Consult with marketing maker. The application of AI
of applying AI to strategic experts. to strategic marketing
marketing decisions. decision-making is known to
be taking place
Liye Ma [4] 2020 An overview of common Empirical marketing Machine learning methods
machine learning tasks and research can process large-scale and
methods and compare them unstructured data and have
with statistical and flexible model structures
econometric methods that that yield strong predictive
marketing researchers performance.
traditionally use.
Sanjeev 2019 Comprehensive review of AI Case Studies AI/ML has been widely
Verma [5] in marketing using used in marketing data
bibliometric, conceptual and analysis.
intellectual network analysis.
Critical Analysis
of AI in
Marketing
 Working of AI
Machine Learning
Machine learning is the concept that a computer program can learn and adapt to new data without
human intervention. A complex algorithm or source code is built into a computer that allows for the
machine to identify data and build predictions around the data that it identifies.

Deep Learning
Deep learning models uses extremely sophisticated approach to machine learning and are specifically
modeled after the human brain. Complex, multi-layered “deep neural networks” are built to allow data to
be passed between nodes (like neurons) in highly connected ways. The result is a non-linear
transformation of the data that is increasingly abstract.
 Scope of AI in
Marketing

AI powered Personalised
Sales Content
customer customer
Forecasting Generation
insights experience

AI-enhanced
Speech Dynamic
PPC Chatbots
Recognition Pricing
advertising

Automated Automated
email content image
curation recognition
Benefits of AI in Marketing
• Brands can use AI to improve customer experience by offering personalized
content and offers and top-notch support to each individual customer.

• AI-powered tools can help the works of content creators much more efficiently and
easily.

• Using AI, it is very easy to monitor more advertising platforms that can’t be
achieved by your in-house teams and, perhaps, your competitors.

• AI provides you with better data acquisition and prevents this rich source of
information from being harmed by cyber attacks.

• Various mundane tasks such as trend analysis , marketing campaign report

generation and email marketing can be automated using AI.

• Revenue generation can be significantly improved.

 Lack of creative and critical thinking

Reliable prediction and analysis can be

Limitations of uncertain.

Artificial
Intelligence Lacks emotions, feelings and subjective
thinking

Cost and Maintenance

Recent
Trends in
AI
Marketing
Chatbot
Consumers have already become used to chatbots and feel comfortable talking to
them.

Chatbots are now becoming so sophisticated that they can be difficult to distinguish
from a real human. In fact, two-thirds of customers don’t know that they’re already
interacting with AI tools.

It won’t be long before chatbots are standard and expected on every website and
app.
AR/VR
While augmented reality is now commonplace in games, and virtual reality gaming
headsets have been a popular for a few years now, these technologies are still rare
in practical applications rather than for entertainment purposes.

The use of augmented reality have enabled many lifestyle and clothing brands such
as Lenskart and Ikea’s Place to let customers try product at home using AI powered
dynamic processing.

Expect to see more companies using the power of AR and VR to enhance customer
experiences in the coming years.
Voice Search
Almost 60% of consumers have used voice search to find business information in
the last year and almost half of those use voice search daily to find local
businesses. It’s also predicted that half of all searches will be voice-based next
year.

The growth in voice search is partly due to the huge advances that have been
made in understanding human speech with machine learning algorithms.

This trend will force businesses to adjust their SEO and content marketing strategy
so that it aligns better with voice search.
Findings
• Most of the businesses have shown growth by incorporating artificial intelligence in their marketing
activities.

• Artificial intelligence can significantly increase customer engagement, control product pricing and
cater to strategic marketing decision making.

• It is easy to automate mundane tasks and manage big unstructured data.

• The insights that AI collects for businesses are valuable sources for them to understand customers at
their best and make customer-centered decisions.

• Private sector companies are efficiently using AI and public sector companies can be a game changer
if they adopt it.
Conclusion
• Artificial Intelligence has made leaps and bounds since a long time ago, and it already shapes the
future of marketing.

• Artificial Intelligence is only going to become more and more efficient, and something that any
smart marketer is going to want to add to their strategy.

• AI is the future and it’s up to the businesses to implement this technology in their operations.

• If you plan on running a successful online business in the coming years, using AI-powered marketing
and tools is a must.
References
[1] Vlačić, B., Corbo, L., e Silva, S. C., & Dabić, M. (2021). The evolving role of artificial intelligence in
marketing: A review and research agenda. Journal of Business Research, 128(4), 187-203.

[2] Tanveer, M., Khan, N., & Ahmad, A. R. (2021, April). AI Support Marketing: Understanding the Customer
Journey towards the Business Development. In 2021 1st International Conference on Artificial Intelligence
and Data Analytics (CAIDA), 8(3), (pp. 144-150). IEEE.

[3] Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., ... & Machtynger, L. (2020).
Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. International Journal on
Scientific Research and Development, 4(1), 112-121.

[4] Ma, L., & Sun, B. (2020). Machine learning and AI in marketing–Connecting computing power to human
insights. International Journal of Research in Marketing, 37(3), 481-504.

[5] Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review
and future research direction. International Journal of Information Management Data Insights, 27(5), 182-
194.
Thank you