TY  - JOUR
TI  - ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING: DESCRIPTIVE ANALYSIS OF COMPANIES' ARTIFICIAL INTELLIGENCE STRATEGIES WITH RANDOM SAMPLING
AB  - Brands are constantly looking for strategies to meet customer needs in the marketplace and to promote and market their products more effectively. As the new world of technology replaces traditional TV commercials and outdoor billboards, different approaches have emerged. At this point, with the devel- opment of computer software and machine learning, Artificial Intelligence (AI) has become an indispensable option for those companies that want to expand their sales and marketing strategies to different dimensions. Artificial Intelligence technologies, deep machine learning and appropriate software can support companies on a wide range of scales, from providing brands with product options suitable for the target audience to offering customers special discounts, or from managing a complete process of collecting marketing data to ensuring that company information is accurately archived in the digital envi- ronment. The purpose of this article is to provide a descriptive analysis of the leading companies in today's market, with annual revenues of more than $10 million, that were included in the research through random sampling. At this point, the article draws attention to the importance of AI in the development of brands' marketing strategies and gives several examples of campaigns and applications in which brands have used AI. Finally, as a result of the descriptive analysis, the increase in revenue following the use of AI in marketing strate- gies and advertising is also considered.
AU  - Toros Ntapiapis, Nihal
DO  - 10.32739/etkilesim.2023.6.12.226
PY  - 2023
JO  - Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim 
IS  - 12
SN  - 2636-7955
SP  - 368
EP  - 387
DB  - TRDizin
UR  - http://search/yayin/detay/1207063
ER  -