Marketing and Financial Services in the Age of Artificial Intelligence
Contributions to Finance and Accounting, Springer Nature, ss.327-340, 2021
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2021
- Doi Numarası: 10.1007/978-3-030-68612-3_23
- Yayınevi: Springer Nature
- Sayfa Sayıları: ss.327-340
- Anahtar Kelimeler: Artificial Intelligence, Financial Services, Marketing
- İstanbul Medipol Üniversitesi Adresli: Evet
Özet
Marketing is changing rapidly with the advancements in AI systems. AI presents several opportunities as gaining insight, hyper-personalization, enhancing the customer experience, providing customers with better service, reducing operational costs, increase efficiency, etc. Artificial intelligence has become a game changer for marketers as it is for financial services providers. Therefore, it is paramount to build a good understanding of AI in the marketing context and mention the fundamentals of AI usage in financial services as AI is introduced as a significant competitive edge factor in financial marketing in recent years. This study aims to explore AI and marketing in a theoretical base and aims to explain the issue with a holistic approach.