ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ И МАРКЕТИНГЪТ: ПРИЛОЖЕНИЕ НА AI, МАРКЕТИНГОВИ ТРАНСФОРМАЦИИ И ПРЕДИЗВИКАТЕЛСТВА

Abstract

This paper examines the relationship between the rapid penetration of artificial intelligence in business and its impact on marketing. After introducing the importance of the topic, the first part of the report also analyses secondary information from a survey of opinions of a sample of IT professionals from around the world regarding the different areas in which AI is used and, more specifically, its application in marketing activities. The opinions of specialists on the main challenges facing companies, as well as the dangers that can harm organisational activities, are summarized and presented as well. The second part of the paper presents a secondary analysis of information from 2 online surveys on the application of AI in companies on the Bulgarian market. The final part contains key takeaways about future challenges for company marketing and conclusions for building a better future with responsible AI.