As artificial intelligence emerges from its early adopter models and enters the mainstream, a University of Southern Queensland (UniSQ) researcher is examining the changing landscape to help businesses.
The potential and perils of AI in marketing have been explored in a timely new book, Artificial Intelligence for Marketing Management, co-edited by UniSQ Associate Professor of Marketing Park Thaichon.
Associate Professor Thaichon said the rise of artificial intelligence had dramatically transformed the business landscape, enabling companies to streamline product development and services, leverage AI-powered market intelligence and customer insights, and enhance customer relationship management.
The book includes research from several marketing experts and is targeted at business leaders and academics.
"The unique part of this book is that most of the chapters have many examples from big and small businesses around the world on how they applied AI to their business and marketing management," Associate Professor Thaichon said.
"There are key takeaways from each chapter and sub-sections to provide a snapshot for business readers."
In addition to comprehensively detailing its advantages, the book sheds light on the darker side of AI in marketing management, including ethical considerations and transparency in automated decision-making, data privacy concerns, cyber security risks, and biases in marketing.
Artificial Intelligence for Marketing Management was published by Routledge and is available for purchase online.
Associate Professor Thaichon is a researcher and lecturer at the University of Southern Queensland's School of Business.
His research, teaching, and consulting focus on digital marketing, technology, relationship marketing, and consumer behaviour. He is Australia's most-published author focusing on marketing by scholarly output over the past five years.
Associate Professor Thaichon lectures on Customer Experience and Creating Marketing Value. His courses are known for incorporating real-world experiences into student learning.
