Приложения на изкуствения интелект в маркетинговата дейност: реалности и перспективи
Applications of Artificial Intelligence in Marketing: Realities and Prospects

Author(s): Dimitar Trendafilov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing; artificial intellect; digital transformation; data-driven strategy
Summary/Abstract: The digitalization of business processes has been underway for decades, but it is now increasingly clear that companies of all sizes need a digitalization strategy more than ever. The exponential development and spread of artificial intelligence over the past three years and its accessibility at the operational level thanks to language models and the ability to combine different assistants is changing both operations through digital channels and responding to changes in the consumer search journey in general. The report aims to form briefly a snapshot of the penetration of AI, the results that its use provides and, accordingly, the new requirements that it introduces into the profession of a marketer.

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