Applications of Artificial Intelligence in Marketing
Seminar (14266.010)
Instructor: Robert Münster
Date, time, room: see Klips
Content
The objective of this seminar is to initiate the practical experience of literature analysis and synthesis for marketing bachelor students. Towards this end, we focus on the subject of applications of artificial intelligence in marketing. Artificial intelligence (AI) already started to influence marketing strategies including business models, sales processes and customer interactions as well as consumer behaviors (Davenport, 2020). With the emergence of ChatGPT, artificial intelligence got accessible to everyone and its potential got easily visible to firms and private consumers. Companies already use AI-based technologies and develop new business models: car manufacturers work on self-driving vehicles, consumer goods companies introduce smart products or start-ups use algorithms for product and service innovations. Within companies, sales and service agents are going to be trained or replaced by virtual agents or chat bots and human resource managers get assistance in hiring the best suited job candidate through e.g., automated CV screening. Consumers also increasingly interact with AI-based products and services when using e.g., virtual assistants like Siri or Alexa, chatting with bots in a customer service interaction or using smart home products in their daily life. Next to these developments, AI adoption is still at an early stage. As a consequence, marketers need to balance out up- and downsides of AI-applications while jumping on the bandwagon of AI solutions to stay competitive and innovative.
IMPORTANT: Please note that participants admitted to the Bachelor seminar must register for the exam in Klips by September 25, 2023 (23:59 hrs) already! Failure or delay in exam registration will result in exclusion from the course. The syllabus and the course topics can be found here: https://klips2.uni-koeln.de/co/pl/ui/$ctx;design=pl;header=max;lang=de/wbLv.wbShowLVDetail?pStpSpNr=462972. Before you register for the course, please ensure that you will be able to attend all sessions! Attendance is compulsory for all participants. Failure to attend will result in exclusion from the course and a corresponding number of malus points!'