Marketing in the Era of Artificial Intelligence

Abstract

Artificial Intelligence has rapidly become a fundamental aspect of modern marketing, giving exceptional opportunities for data-driven marketing, highly personalised approaches, and operational efficiency. This thesis investigates the influence of AI on marketing, seeing a brief historical evolution from traditional methods to the innovative techniques introduced by Marketing 6.0, an era marked by the convergence of AI, big data, and immersive technologies for personalised consumer experiences. This thesis emphasises the primary applications of AI in marketing, particularly in its role in social media strategies, content creation, and customer service automation, highlighting the transition toward immersive, AI-enhanced experiences. Although AI presents significant advantages in enhancing marketing performance and customising consumer experiences, ethical and legal issues must be addressed to achieve its full potential. Ethical concerns linked to AI, such as data privacy issues, algorithmic bias, and transparency challenges, are also discussed within European regulations such as the GDPR and the AI Act.