From data to action: How marketers can leverage AI

Colin Campbell, Sean Sands, Carla Ferraro, Hsiu Yuan (Jody) Tsao, Alexis Mavrommatis

Research output: Indexed journal article Articlepeer-review

136 Citations (Scopus)


Artificial intelligence (AI) is at the forefront of a revolution in business and society. AI affords companies a host of ways to better understand, predict, and engage customers. Within marketing, AI's adoption is increasing year-on-year and in varied contexts, from providing service assistance during customer interactions to assisting in the identification of optimal promotions. But just as questions about AI remain with regard to job automation, ethics, and corporate responsibility, the marketing domain faces its own concerns about AI. With this article, we seek to consolidate the growing body of knowledge about AI in marketing. We explain how AI can enhance the marketing function across nine stages of the marketing planning process. We also provide examples of current applications of AI in marketing.

Original languageEnglish
Pages (from-to)227-243
Number of pages17
JournalBusiness Horizons
Issue number2
Publication statusPublished - 1 Mar 2020
Externally publishedYes


  • Artificial intelligence
  • Consumer engagement
  • Customer experience
  • Customer journey
  • Machine learning
  • Marketing function
  • Marketing mix


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