AI in marketing
| dc.contributor.author | Türkyilmaz, Serap | |
| dc.date.accessioned | 2025-03-09T10:57:36Z | |
| dc.date.available | 2025-03-09T10:57:36Z | |
| dc.date.issued | 2024 | |
| dc.department | İstanbul Beykent Üniversitesi | |
| dc.description.abstract | In recent times, artificial intelligence (AI) has become an essential component in marketing, leading to the generation of large amounts of data and information, as well as advancements in management software and algorithms. The goal of artificial intelligence is to intelligently imitate human behavior. Artificial intelligence is a rapidly expanding technology, industry, and field of study. AI not only enhances existing marketing strategies, but also introduces innovative ways to deliver value to customers. AI also plays an important role in helping marketers manage marketing projects, support them, create content, and perform other tasks. Research shows that a lack of understanding of AI's capabilities and failed implementation efforts can create additional obstacles for organizations, including investment risks, ethical dilemmas, data issues, recruitment challenges, and negative environmental impacts. Despite being designed to reduce the workload of employees, human intervention is necessary in roles such as management, supervision, and innovation. © 2024 by IGI Global. All rights reserved. | |
| dc.identifier.doi | 10.4018/979-8-3693-5578-7.ch009 | |
| dc.identifier.endpage | 239 | |
| dc.identifier.isbn | 979-836935580-0 | |
| dc.identifier.isbn | 979-836935578-7 | |
| dc.identifier.scopus | 2-s2.0-85208866544 | |
| dc.identifier.scopusquality | N/A | |
| dc.identifier.startpage | 211 | |
| dc.identifier.uri | https://doi.org/10.4018/979-8-3693-5578-7.ch009 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12662/4935 | |
| dc.indekslendigikaynak | Scopus | |
| dc.institutionauthor | Türkyilmaz, Serap | |
| dc.language.iso | en | |
| dc.publisher | IGI Global | |
| dc.relation.ispartof | Generative AI for Transformational Management | |
| dc.relation.publicationcategory | Kitap Bölümü - Uluslararası | |
| dc.rights | info:eu-repo/semantics/closedAccess | |
| dc.snmz | KA_Scopus_20250310 | |
| dc.title | AI in marketing | |
| dc.type | Book Part |
