ABSTRACT
Artificial intelligence (AI) holds great promise for making marketing management intelligent and efficient. Even though the topic of AI applications in marketing has attracted lots of academic attention and industry interest, it lacks a general framework that highlights how main AI tools and technologies serve companies in achieving better business outcomes as well as improving customer experience management. This chapter aims to fill the gap by proposing such a framework, including three key marketing areas: marketing research, strategic marketing, and marketing operations. We provided clarifications on various AI systems utilized in each area and successful examples of AI applications in the industry. This framework could be useful for marketers to have further reflections on current and future AI applications at work.
