The Effect of Artificial Intelligence in Marketing

For less than a decade marketing has undergone through a big transformation because of digital technology, therefore Artificial Intelligence (AI) represents a unique aspect how marketing of different brands has evolved. Brand identity and formation has been affected by AI, especially the targeting process has taken a different transformation and digital marketing channel has been affected the most. This paper aims to analyze how artificial intelligence has affected marketing of different worldwide brands, how they are using AI, which are the advantages and disadvantages of AI in Marketing in general. Since the topic is quite recent in scientific and academic world, this paper uses secondary data analysis from various reliable reports and from most recent scientific articles. Mainly the article will be focused on data analysis regarding specific countries and will use comparative analysis. The paper concludes that Artificial Intelligence has affected the brand value and brand awareness, various companies are using AI to fulfill specific customer needs and to create more valuable customer relationship management. A specific aspect is the data analysis process, moreover some companies are skeptical about using artificial intelligence in their marketing strategy because of data privacy and security, some are simply yet not informed how to use AI in general