Artificial intelligence and marketing strategy

This book explores how artificial intelligence is changing the way organizations build and carry out their marketing strategy. As AI technologies such as machine learning, predictive analytics, and generative AI become central to business decisions, they are changing how firms understand customers, segment markets, position brands, set prices, and engage audiences across channels. Combining current marketing theory, recent research, and real-world industry examples, the book shows how AI supports data-driven decisions, personalization at scale, customer journey optimization, and more agile strategic planning. It also looks critically at the challenges that come with these advances, including data privacy, algorithmic bias, consumer trust, transparency, and the changing role of human judgment and creativity in marketing. Offering both conceptual frameworks and practical insights, the book helps academics, students, and marketing professionals understand how to bring AI into marketing strategy responsibly and turn it into lasting competitive advantage.