Contents
Title
Revolutionizing Marketing Research Through AI: comprehensive review of the past, present, and future
Author
Diana-Elena Drăghici, Andreea Orîndaru, Mihaela Constantinescu, Alina Zelezneac
Classification JEL
M31, O32.
Abstract
In the last years, as artificial intelligence (AI) is more and more widely accessible to everyone, a breakthrough for the course of business growth is also available. Having this in mind, the purpose of this study is to provide a comprehensive review of the impact of AI on the practice of marketing research. For this study a comprehensive literature review was included focusing on academic papers, research articles, industry reports, and relevant sources to gain insight into the application of AI in marketing research. The main findings of this research paper demonstrate how AI can revolutionize market research by improving data analysis, enabling personalization, enabling real-time insights, and addressing ethical concerns. Altogether, this study highlights the transformative impact of AI on market research, emphasizing its potential to improve data-driven decision-making, enable personalized marketing strategies, and address ethical concerns, thereby providing valuable insights for organizations seeking effective and integrative insights. AI provides practical recommendations and future research directions to help organizations realize the potential of AI and make informed decisions for successful integration implementations.
Keywords
artificial intelligence, marketing research, decision making.
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