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Transforming the enterprise with applied artificial intelligence

Author

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  • Subramani, Santhosh

Abstract

Digital transformation is a journey. Its perspective changes from organisation to organisation: for some, it entails replacing legacy systems with modern systems to improve employee productivity; for others, it is achieving one-to-one customer engagement — the list goes on. Irrespective of the objective, however, the challenge is identifying where to start and how to go about the transformation. This paper discusses how to achieve this transformation by leveraging applied artificial intelligence. The approach defines some best practices for leveraging data, machine learning and artificial intelligence to achieve the best outcome for the greatest return on investment, with a specific focus on digital marketing.

Suggested Citation

  • Subramani, Santhosh, 2019. "Transforming the enterprise with applied artificial intelligence," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(1), pages 65-68, May.
    • Handle: RePEc:aza:ama000:y:2019:v:5:i:1:p:65-68
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    Citations

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    Cited by:

    1. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.

    More about this item

    Keywords

    applied AI; digital marketing; machine learning; enterprise transformation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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