What kind of Marketing Data is needed for Artificial Intelligence Analysis? A Theoretical Approach

Purpose: The interfacing of enterprises with technological innovation and AI shows a clear path to growth and progress through job automation and increased productivity. However, there are management professionals who need an understanding of AI and the ways to upskill themselves to make use of it. The objective of this research is to provide insights into the relevance of the AI concept in marketing to people from non-technical backgrounds. With more conceptual knowledge, they will be capable of improving tasks in existing projects, planning for future ones, and making improved decisions with results from AI models. Methodology: For this, published research papers, news articles, and books from authentic sources were studied. Design: This paper introduces the concepts of AI and marketing, states the need for understanding AI by marketers, states the research methodology, and gives an in-depth understanding of the kind of data that marketers must provide to their data analyst colleagues, along with ways to collect them, followed by a discussion and conclusions. Findings: This paper is a practical guide to the theory of AI and its usability in the marketing context. The findings are suitable for future researchers interested in AI and marketing, for developing different analytical approaches. Originality/ Value: Since the future of AI is unknown to many, this paper provides guidance for the enrichment of human knowledge. It has two benefits. i) When employees are aware of the kind of data that they can use, they will feel empowered. ii) When customers know the kind of data that can be extracted from them, then they will safeguard themselves more.