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Künstliche Intelligenz im Marketing: Möglichkeiten und Herausforderungen

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  • Volkmar, Gioia
  • Reinecke, Sven
  • Fischer, Peter Mathias

Abstract

Artificial Intelligence (AI) is becoming increasingly important in solving many tasks that were previously performed by humans. Many companies are planning to introduce AI applications in the near future, but tend to neglect the holistic implementation in their corporate strategy.en As part of an international, qualitative trend study on "Artificial Intelligence in Marketing", the possibilities and challenges of AI in its application in marketing were examined. For this purpose, 39 interviews with experts from academia, technology, and management were carried out. On the one hand, possibilities and limits as well as challenges relating to the application of AI in marketing in various industries were explored. On the other hand, factors were discussed that influence management in terms of expectations, decisions, and implementation of AI technologies. In the following, the main results of the study regarding the challenges and possibilities of AI in marketing are revealed.

Suggested Citation

  • Volkmar, Gioia & Reinecke, Sven & Fischer, Peter Mathias, 2021. "Künstliche Intelligenz im Marketing: Möglichkeiten und Herausforderungen," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 75(3), pages 359-375.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2021-3-359
    DOI: 10.5771/0042-059X-2021-3-359
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