Artificial Intelligence in Marketing Decision-Making: Opportunities and Challenges

Authors

  • Dr. Michael Chen Department of Marketing, University of California, Berkeley, USA

Keywords:

Artificial intelligence, marketing, predictive analytics, personalization, data ethics

Abstract

This paper explores the integration of artificial intelligence (AI) in marketing decision-making, focusing on predictive analytics, customer segmentation, and personalization strategies. Data were collected from 200 marketing firms in North America and Europe. Findings indicate that AI improves marketing efficiency and customer engagement but poses challenges in ethical use and data privacy. Recommendations include AI governance frameworks and continuous employee upskilling.

Published

31-12-2016

How to Cite

Dr. Michael Chen. “Artificial Intelligence in Marketing Decision-Making: Opportunities and Challenges”. The Sankalpa: International Journal of Management Decisions, vol. 2, no. 2, Dec. 2016, pp. 1-15, https://www.thesankalpa.org/ijmd/article/view/18.

Issue

Vol. 2 No. 2 (2016): July - December 2016

Section

Original Articles

License

Copyright (c) 2016 The Sankalpa: International Journal of Management Decisions

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.