Using AI in Marketing, Second Edition

2. Auflage 2027
ISBN: 978-1-5015-2616-9
Verlag: De Gruyter

Buch, Englisch, 220 Seiten, Format (B × H): 155 mm x 230 mm

Reihe: Mercury Learning and Information (Professional STM)

Artificial intelligence has transitioned from a backend marketing tool to a front-and-center necessity for brands aiming to remain competitive.  explores how modern organizations can move beyond the hype to achieve successful planning, adoption, and optimization. By focusing on how marketing and CX leaders can integrate these technologies into their daily workflows, the book provides a clear path for turning complex machine learning capabilities into tangible business results.

The text identifies four primary areas where marketers must focus their attention: generative AI for content creation, the delivery of hyper-personalized customer experiences, the rise of agentic AI for advanced automation, and the rigorous use of AI for measurement. This framework ensures that AI is not just used for its own sake, but is strategically applied to improve the efficiency of teams and the relevance of consumer interactions.

This second edition expands on the original foundation with five new chapters that address the evolving business case for AI and introduce a formalAI adoption maturity model. Through a recurring hypothetical case study and practical Recaps at the end of every chapter, the book serves as both a strategic manual and a hands-on guide. It bridges the gap between technical potential and practical implementation, helping leaders at all levels navigate the complexities of an AI-driven marketing landscape.

Autoren/Hrsg.

Kihlstrom, Greg

Fachgebiete

• Mathematik | Informatik EDV | Informatik Angewandte Informatik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management

Über Autor(innen)

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.