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Künstliche Intelligenz trifft Marketing: Ein generativer Review-Ansatz zur Analyse aktueller Forschungstrends

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  • Buchkremer, Rüdiger

Abstract

Die vorliegende Arbeit untersucht den Einfluss der Künstlichen Intelligenz (KI) auf das Marketing anhand einer automatisierten Analyse von 344 Abstracts aus der Fachliteratur. Durch den Einsatz von KI-Methoden wie Topic Modeling und Sprachmodellen werden zehn zentrale Themenfelder identifiziert, die das breite Spektrum der Anwendungsmöglichkeiten von KI im Marketing aufzeigen. Die Ergebnisse verdeutlichen das enorme Potenzial von KI zur Optimierung von Marketingprozessen und Kundenerlebnissen, werfen aber auch kritische Fragen zu Ethik, Kompetenzen und der Rolle des Forschers auf. Der Artikel liefert wertvolle Impulse für die weitere Erforschung und verantwortungsvolle Gestaltung von KI im Marketing.

Suggested Citation

  • Buchkremer, Rüdiger, 2024. "Künstliche Intelligenz trifft Marketing: Ein generativer Review-Ansatz zur Analyse aktueller Forschungstrends," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 9(01/2024), pages 6-33.
    • Handle: RePEc:zbw:afmpwm:335555
    DOI: 10.15459/95451.64
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