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Artificial Intelligence in Marketing Analytics

In: Marketing Analytics and Data Science

Author

Listed:
  • Xiaojing Dong

    (Santa Clara University, Leavey School of Business)

Abstract

Artificial intelligence (AI) refers to the development of computer systems capable of performing tasks traditionally associated with human intelligence. These tasks include learning, reasoning, problem-solving, perception, and language understanding. In recent years, AI has become a transformative force across industries, enabling more personalized, data-driven, and scalable decision-making. In marketing, AI powers recommendation systems, customer segmentation, and, increasingly, the generation and analysis of unstructured data such as text, images, and videos.

Suggested Citation

  • Xiaojing Dong, 2026. "Artificial Intelligence in Marketing Analytics," Springer Books, in: Marketing Analytics and Data Science, chapter 0, pages 219-233, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-11130-2_12
    DOI: 10.1007/978-3-032-11130-2_12
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