Author(s): Azra Emić, Saliha Čabro-Arnautović, Damir Emić
Subject(s): Economy, Psychology, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Internacionalna poslovno – informaciona akademija
Keywords: artificial inteligence;marketing;neuromarketing;consumers;

Summary/Abstract: Today, mankind faces two major challenges: technology and human potential. Artificial Intelligence has been stirring ghosts among analysts, journalists and great minds for some time, who are worried that robots will replace them in their workplaces. On the other hand, artificial intelligence created chatbots and thus improved the user experience, becoming one of the most powerful modern tool for digital marketing experts. The application of machine learning in marketing increasingly helps to understand and predict human behavior. Its implementation results in customer based marketing strategy, while analysing key factors of their behavior: income, percentage of price difference, market share, liquidity, customer value in the long run and the likelihood of customer retention. The aim of this paper is to explore the areas and possibilities of implementation artificial intelligence in marketing. Main focus of the work is on neuromarketing, as a special symbiosis of marketing, medicine and technology, which provides a more comprehensive insight into consumer behavior, creating a new dimension of the basics of Behavioralism. By using the method of content analysis of available scientific publications, the work systematizes the benefits and disadvantages of neuromarketing in the modern business. Nevertheless, despite a number of advantages that neuromarketing provides in research, the controversy over the ethics of its application continues to exist, which is also the subject of the author's discussion in the final deliberations.

  • Issue Year: 2/2019
  • Issue No: 2
  • Page Range: 64-74
  • Page Count: 11
  • Language: English