AI and Optimization in Marketing

Erscheinungsjahr 2026
ISBN: 978-3-032-35161-6
Verlag: Springer

Buch, Englisch, 591 Seiten, Format (B × H): 155 mm x 235 mm

Reihe: Springer Optimization and Its Applications

This book explores the transformative impact of Artificial Intelligence (AI) on marketing theory and practice, offering a comprehensive examination of how AI technologies are reshaping customer engagement and value creation. With contributions from leading scholars and practitioners worldwide, this handbook delves into the intersection of AI, optimization, and marketing, providing readers with a thorough understanding of foundational concepts, emerging technologies, and practical applications.

Key topics include large language models, predictive analytics, customer journey optimization, responsible AI, algorithmic marketing, digital twins, and social media analytics. The chapters also address critical issues such as investment decision-making, sustainability, and strategic judgment in the age of generative AI. By highlighting both opportunities and challenges, this volume equips readers with the knowledge needed to navigate the evolving landscape of AI-driven marketing.

Ideal for researchers, practitioners, policymakers, and students, this book serves as an essential resource for those seeking to enhance their understanding of AI's role in marketing. Whether you're a seasoned professional or a curious learner, this handbook offers valuable insights into how AI and optimization techniques can lead to more effective, efficient, and responsible marketing decision-making.

The chapter "Choice without choosing: Algorithmic marketing and the illusion of consumer autonomy" is available open access under a Creative Commons 4.0 International License via link.springer.com.

Zielgruppe

Research

Autoren/Hrsg.

Skandali, Dimitra

Pardalos, Panos M.

Tsioufis, Marios

Fachgebiete

• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Mathematik | Informatik Mathematik Numerik und Wissenschaftliches Rechnen Optimierung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Artificial Intelligence and Optimization in Marketing: Foundations, Emerging Paradigms, and Future Research Directions.- AI Marketing: Review of the Literature and Calls for Research.- Large Language Models in Marketing: Architectures, Applications, Ethical Constraints, and Organizational Implications.- Algorithms of Influence: The Role of Artificial Intelligence in Persuasive Communication, Creativity, and Choice Architecture in Social Economy Organizations.- Optimizing Digital Marketing Strategies and Future Research Directions for Generative AI in the Digital Customer Journey through an Interdisciplinary TLRS Lens.- Predictive Analytics and Customer Lifetime Value.- Choice Without Choosing: Algorithmic Marketing and the Illusion of Consumer Autonomy.- Who Do You Think I Am? Modeling Self-Concept Violations and Ad Rejection in AI Targeted Advertising.- AI-enabled Personalization and Customer Journey Optimization.- Optimizing Strategic Judgment in the Age of GenAI: A Framework for AI-Enabled Marketing Decisions.- The Influence of ESG Cognition on Investment Behavior: Examining the Mediating Role of Behavioral Intention in ESG Preferences.- A Study of Target Audience Segmentation, Programmatic Advertising and Reinforcement Learning on Marketing Campaign Effectiveness: An Empirical Approach.- Data Mining Approaches in Marketing Decision Making.- Talent Analytics for Building High-Performance Marketing Teams.- From Data to Decisions: Optimization Engines in AI-Driven Marketing.- Marketing Mix Optimization Models: Enhancing Strategic Decision-Making in Modern Marketing.- The Use of Artificial Intelligence for Investment Decision-Making.-  AI for E-Commerce Success: Trust and User Experience in Southeast Asia.- Digital Maturity in Financial Accounting: A Resource-Based and Dynamic Capabilities Perspective.-  Green Marketing for Oil Companies: A Decision-Making Approach Based on Risks and Regulations.- AI-Powered Digital Twins in Hospitality and Smart Tourism: Optimizing Guest Experience, Sustainability, and Predictive Decision-Making.- Algorithmic Placemaking: AI, Affect, and the Mediation of Place in Contemporary Culture.-  Interpreting Visual Content Drivers of Social Media Engagement for Farming Businesses Using a CLIP Text-Probing Approach.- A Marketing Framework and Simulation Methodology for Generative Search Engine Optimization.- Marketing Autopoiesis: Autonomous Systems that Self-Produce, Self-Optimize, and Self-Regulate.- Optimizing Service Marketing Education with AI: Teaching Students to Think with Machines, Not Defer to Them.

Über Autor(innen)

Dimitra Skandali , PhD, is a faculty member at the Faculty of Business, Higher Colleges of Technology (HCT), Abu Dhabi, United Arab Emirates. She holds a PhD in Business Administration with a specialization in Artificial Intelligence in Marketing. Her research interests include AI in marketing, consumer behavior, digital and services marketing, human-centered AI, and sustainability. Her research applies quantitative and mixed-method approaches to examine the role of emerging technologies in marketing and consumer decision-making.

Panos M. Pardalos is Distinguished Professor in the Department of Industrial and Systems Engineering at the University of Florida, Gainesville, Florida, USA. He is internationally recognized for his pioneering contributions to optimization, operations research, artificial intelligence, and data science, and has authored and edited hundreds of books and scientific publications.

Marios Tsioufis is affiliated with the University of Peloponnese, Tripoli, Greece. He is a PhD candidate in Supply Chain Operations. His research interests focus on supply chain management, operations, and decision-making.