Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge

by Katie King

Overview

Artificial intelligence (AI) is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. This book is the ultimate guide to embracing the opportunity that AI can bring for your marketing.

With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring.

Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.

Product Details

ISBN-13:	9780749483401
Publisher:	Kogan Page, Ltd.
Publication date:	02/03/2019
Sold by:	Barnes & Noble
Format:	eBook
Pages:	224
File size:	4 MB

About the Author

Katie King is a CEO and Business Transformation consultant with over 28 years' experience. She has advised many of the world's leading brands and business leaders, including Richard Branson, o2, Orange, Accenture, PA Consulting, Arsenal Football Club and Harrods. King has delivered numerous TEDx talks and is a frequent commentator on BBC TV and radio, and is a regular speaker on the international conference circuit.
Katie King is CEO of AI in Business, a firm that specializes in AI consultancy and training. With over 30 years' experience, she has advised many of the world's leading brands and business leaders, including Richard Branson/Virgin, o2, Orange and Accenture. Based in Kent, UK, she is a member of the UK Government All-Party Parliamentary Group (APPG) task force for the enterprise adoption of AI and an Editorial Board Member of the journal AI and Ethics. A regular international keynote speaker, she has also delivered TEDx talks and is a frequent commentator on BBC TV and radio.

Table of Contents

• • Chapter - 01: The AI wake-up call – The strategic transition of marketing;
  • Chapter - 02: The personalization paradox – Global appetite for AI and the changing customer journey;
  • Chapter - 03: Transformational marketing and AI in tourism – A glimpse at the Asia Pacific region;
  • Chapter - 04: Transformational marketing and AI in Europe – Case studies from telecoms, banking and built environment;
  • Chapter - 05: Transformational marketing and AI in North America – Case studies from banking and retail;
  • Chapter - 06: Transformational marketing and AI in technology and venture capital – With a special focus on the Middle East;
  • Chapter - 07: Framework for success – Democratization of AI;
  • Chapter - 08: The new marketing paradigm – Reinventing the role of marketing, ethics and transparency;
  • Chapter - 09: The future of marketing has arrived – AI’s wider impact on education, policy and politics

Editorial Reviews

"Katie King has a fantastic way of captivating her audience and ensuring the reader is both aware of and excited about the role AI has to play in our personal and professional futures. This book, and the introduction of the Scorecard into marketers' lives, will be invaluable in setting brands up for success as they shift to a world where AI must be at the centre of marketing strategy."

Thom Nowell

"An inspirational book in the third millennium of communications. A highly recommended read for those curious about the impact of artificial intelligence on marketing and communications."

Somayeh Heydarali

"Decision-makers will understand that technology does not compete with the human mind - it provides new insight - and this well-researched book offers CEOs and CMOs a deep dive into how to use AI for real and measurable business results."

Olivier Novasque

"Katie King's book is an essential companion to everyone in marketing, from serious students and ambitious young starters through to marketing professionals in agencies and clients, or the most senior marketing directors of large companies. This is not the wave of the future but the wave of the present, benefiting some, making their marketing easier, threatening others and questioning their roles. The key message is, "Don't be an ostrich - get started". This text shows how."

Merlin Stone

"Artificial intelligence is being hailed as the 4th industrial revolution. This important book is essential for anyone in business or marketing wishing to be prepared for the coming of AI."

Jim Al-Khalili OBE FRS

"Katie King has written a stimulating book that inspires thinking about AI. From personal to marketing and business perspectives, the implications of AI and its potential are engagingly explored."

Professor Len Tiu Wright

"AI and machine learning are already redefining marketing, both within corporates and the agency world - and we're only just starting to understand their potential. My advice, read this book and stay ahead of the curve. A lot has been written about the IoT, big data, cloud computing and robotics - but AI is set to rule them all. If you're in marketing or PR you need to read this book, as AI is set to change the face of both professions for good."

James Delves

"The impact of AI in the built environment has been much discussed and analysed. This essential book brings clarity and insight to these conversations and is presented in an accessible way, using real examples that address many misconceptions."

Paul Bagust

"AI has arrived in marketing, there are no brake pads and no reversing. The problem being that there are many people talking about it but few practitioners doing it. King offers a great introduction to the newcomer, as well as a practical guide to the current AI in marketing state of the nation. This is a must-read for the modern marketer."

Tim Hughes