Artificial Intelligence and Machine Learning in Business Management

1 Artificial Intelligence in Marketing

Rachita Kashyap and Rishi Dwesar

Marketing and Strategy Department, IBS, IFHE University, Hyderabad

DOI: 10.1201/9781003125129-1

Contents

• 1.1 Introduction
• 1.2 AI, ML and Data Science
• 1.3 AI and Marketing
• 1.4 Benefits and Detriments of Using AI in Marketing
  • 1.4.1 Benefits
  • 1.4.2 Detriments
    • 1.4.2.1 Amazon Go (Caselet)
    • 1.4.2.2 Technical Working of Amazon Go
    • 1.4.2.3 Issues Related to Amazon Go Technology
• 1.5 Marketing Plan and AI’s Potential
• 1.6 Future
• References

1.1 Introduction

During the early days of AI in the 1950s, scientists were asking questions like “Can machines think?” and were looking into deep, complex issues of mechanizing emotional intelligence. However, in today’s world of Amazon’s Alexa, Apple’s Siri, Google Assistant ...