När marknadsföring möter artificiell intelligens : Användningsområden och motiv till implementering

Sammanfattning

The use of artificial intelligence has had a major impact on the marketing field and the use of AI-solutions is constantly increasing in line with the development of technology. To remain competitive and meet customer needs, companies need to keep up with this change. The thesis aims to investigate how companies use AI solutions and what their intentions are with the use of artificial intelligence in marketing. In order to attain the purpose of the thesis, a qualitative method has been applied where interviews with three large relevant tech-companies have been conducted. The result shows that similar AI-solutions are currently offered on the market, with similar levels of complexity in data and tasks. It is primarily AI-solutions that can automate activities in various work processes, such as chatbots, that are most commonly used today. The main motive for the implementation of AI-solutions are currently efficiency gains to achieve time and cost minimization.