Marketing i sztuczna inteligencja
Marketing and Artificial Intelligence

Summary/Abstract: In recent years Artificial Intelligence (AI) has become an emerging topic in the discipline of marketing. The idea “AI first” has taken place of previous popular one: “Mobile first”. The change was a result of first AI application in different areas of business and science: medicine,law, automotive or education. Finally, AI has reached marketing where AI took the first steps though it, however is not yet broadly used. The aim of the article is to assess the emerging technology’s influence and impact on marketing and review the first AI implementations in marketing practice. The article is divided into four parts. In the first part the AI phenomenon and its implications for marketing is thoroughly explained. In the second part, the desk research resultsare presented, showing the available AI applications in marketing. The third part of the paper includes the analysis and the presentation of possible AI influence on marketing mix. Final part describes the managerial implications of AI influence on marketing and consumer behavior.

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