Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan

Muhammad Zafeer Shahid; Gang Li

Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan

Muhammad Zafeer Shahid * §

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Gang Li

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§ North China University of Water Resources and Electr...

Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan

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Abstract

The emergence of artificial intelligence (AI) has changed the dynamics of the business world. One of the significant applications of AI is in the marketing field that helps in improved performance. The present research is aimed to find out the impact of AI in marketing by including the perspective of marketing professionals of Pakistan. A comprehensive literature review was highlighted which provided a detailed understanding of AI and the use of AI in marketing. Secondly, the researcher used the qualitative research method which involved semi-structured interviews with different marketing professional belonging from different firms of Pakistan. A sample size of 10 is selected and the researcher interviewed ten marketing professionals. The findings of the study highlight the factors contributing in AI integration in marketing, benefits, and challenges of AI integration in marketing, pre and post AI marketing strategy of your company, ethical aspects and usage of AI in the marketing field. The research implies to integrate AI in the marketing functions to improve the performance of the business and thus, achieving profitability and competitive advantage.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Muhammad Zafeer Shahid, Gang Li. 2019. "Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E2).

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GJMBR Volume 19 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 10, 2018
Peer Review Double Blind
Handling Editor
Accepted December 31, 2018
Published January 15, 2019

Version of record

v1.2

Issue date

March 27, 2019

Language

English

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Article Matrices

Total Score: 149

Country: Pakistan

Subject: Global Journal of Management and Business Research

Authors: Muhammad Zafeer Shahid, Gang Li (PhD/Dr. count: 0)

View Count (all-time): 327

Total Views (Real + Logic): 936

Total Downloads (simulated): 82

Publish Date: 2019 01, Tue

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Total Views: 936

Total Downloads: 82

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