THE ROLE OF ARTIFICIAL INTELLIGENCE IN MARKETING TRASFORMATION

Artificial intelligence (AI) and in particular machine learning, neural networks and natural language processing (NLP) are transforming marketing by providing new opportunities for data analytics, process automation, customer segmentation and predicting consumer behaviour. Despite its great potential, the deployment of AI in marketing faces a number of challenges, including security and privacy threats, unintentional discrimination, and the risk of job displacement. This article highlights the need for human oversight and transparency in the implementation of AI