人工智能营销:研究述评与展望

Artificial Intelligence Marketing:A Research Review and Prospects

人工智能营销作为一个新兴研究主题,受到越来越多学者的关注。本文通过对72篇国内外文献进行梳理,给出了人工智能营销的定义,探讨了其基础、特征和目的,总结归纳了人工智能在企业用户洞察、内容管理、交互投放、监测评估中的实践应用,并进一步梳理了用户对人工智能营销过程中数据收集、投放推荐、人机交互的心理与行为反应。最后,本文总结了人工智能营销的研究框架,并讨论了未来的研究方向,以期为未来该领域的研究及营销实践提供参考。

The development of artificial intelligence provides new opportunities and solutions for marketing and promotes the transformation of marketing to intelligence.Many companies have begun to deploy artificial intelligence marketing.As an emerging research topic,artificial intelligence marketing has also attracted more and more researchers’attention.However,the current research on artificial intelligence marketing is mostly based on a specific marketing scenario,and the lack of a systematic review of artificial intelligence marketing is not conducive to researchers and practitioners to systematically understand artificial intelligence marketing.In view of this,this paper combs the current research results of artificial intelligence marketing from three aspects:connotation,corporate practice,and user response.The study identifies 72 relevant literatures through the steps of identifying keywords,searching literatures,preliminarily screening,supplementing important literatures,and intensively reading literatures.Through combing the literature,this paper proposes the definition of artificial intelligence marketing,discusses its foundation,characteristics and purpose;then,it summarizes the practical application of artificial intelligence in user insight,content management,interactive delivery,and monitoring and evaluation;finally,the psychological and behavioral responses of users to data collection,delivery and recommendation,and human-computer interaction in the artificial intelligence marketing process are further sorted out.This paper summarizes the research framework of artificial intelligence marketing and discusses future research directions.The study finds that the current definition of artificial intelligence marketing has not yet formed a unified definition.Big data and artificial intelligence are its technical foundation,and intelligence is its important feature,which is mainly manifested in intelligent processing,intelligent decision-making and intelligent execution.The purpose is to realize the value co-creation of enterprises and users.In the practical application of enterprises,artificial intelligence can help enterprises insight and predict users,complete automated and intelligent content management,realize real-time interaction with users and intelligent content delivery and recommendation,and perform real-time and abnormal monitoring to help enterprises accurately grasp the marketing effect.For data collection,delivery and recommendation,and human-computer interaction in the artificial intelligence marketing process,users will have different feelings and reactions such as being served or used,understood or manipulated,and their acceptance of artificial intelligence customer service is low.The main contributions of this paper are that:First,it systematically sorts out the context of artificial intelligence marketing for the first time,which helps researchers and practitioners to strengthen their deep understanding of artificial intelligence marketing.Second,it summarizes the research framework and future research directions of artificial intelligence marketing,which can provide a certain reference for future research.Third,by exploring the practical application of artificial intelligence marketing in enterprises and the psychological and behavioral responses of users,it helps practitioners to better carry out artificial intelligence marketing.