The usage of artificial intelligence in marketing automation: potentials and pitfalls / Wan Fariza Wan Abdul Rahman ...[et al.]

Wan Abdul Rahman, Wan Fariza and Che Fauzi, Ainul Azila and Wan Husain, Wan Salfarina and Che Hassan, Siti Hasrinafasya and Nik Kamaruzaman, Nik Nahdiya and Wan Aziz, Wan Adibah Hanis (2020) The usage of artificial intelligence in marketing automation: potentials and pitfalls / Wan Fariza Wan Abdul Rahman ...[et al.]. Journal of Mathematics and Computing Science (JMCS), 6 (2). pp. 1-8. ISSN 0128-0767

Official URL: https://jmcs.com.my/

Abstract

Abstract: Marketing automation, neuro marketing, and users’ personalization have been booming with the rise of Internet revolution and digital marketing. Due to the accumulation of rich consumer data generated from social engines, the AI-based marketing application is now taking a wide leap. This article attempts to address the prominent use of Artificial Intelligence (AI) in marketing in term of its potentials in becoming a pervasive part of today’s competitive world. The basic concept of AI is presented so that thorough understanding on its application in marketing can be grasped. Dealing with the dynamic nature of marketing and people’s sensitive data, despite of the opportunies offered, the pitfalls of AI in marketing automation should be taken into consideration. The security issues concerning the users’ privacy and possible malicious activities are highlighted in this article.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Wan Abdul Rahman, Wan Fariza
wfariza@uitm.edu.my
Che Fauzi, Ainul Azila
ainulazila@uitm.edu.my
Wan Husain, Wan Salfarina
salfa457@uitm.edu.my
Che Hassan, Siti Hasrinafasya
hasrina581@uitm.edu.my
Nik Kamaruzaman, Nik Nahdiya
nahdiya@uitm.edu.my
Wan Aziz, Wan Adibah Hanis
wanadibah@uitm.edu.my
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
Q Science > Q Science (General) > Back propagation (Artificial intelligence)
Divisions: Universiti Teknologi MARA, Kelantan > Machang Campus > Faculty of Computer and Mathematical Sciences
Journal or Publication Title: Journal of Mathematics and Computing Science (JMCS)
UiTM Journal Collections: UiTM Journal > Journal of Mathematics and Computing Science (JMCS)
ISSN: 0128-0767
Volume: 6
Number: 2
Page Range: pp. 1-8
Keywords: Artificial intelligence, marketing automation, marketing strategy, users’ privacy
Date: December 2020
URI: https://ir.uitm.edu.my/id/eprint/48928
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