Akademik Veri Yönetim Sistemi
Contributions to Finance and Accounting, Springer Nature, ss.327-340, 2021
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.