Artificial Intelligence Marketing: Research and prospect of AI empowering marketing

• 1、Business School, HuNan University, ChangSha 410082

Abstract：With strong support from governments and enterprises in various countries, artificial intelligence, an emerging technology leading the future, has been widely applied in many fields, and has a significant impact on enterprise marketing. Today, artificial intelligence marketing has become an important trend in the development of marketing in the digital era. However, the application of artificial intelligence in marketing by many companies is still in a vague state. In this regard, it is necessary to understand how artificial intelligence empowers marketing and how it affects consumers. In order to better answer the above questions, through sorting and analyzing present research, the marketing process is divided into four major links based on customer value theory: user insight, content creation, interaction and delivery, and monitoring and evaluation. This paper sorts out the empowerment mechanism of artificial intelligence to the four major marketing links, summarizes the practical application of artificial intelligence marketing, and finally explores the impact mechanism of artificial intelligence marketing on consumers. On this basis, the overall conceptual framework of artificial intelligence marketing is formed, and the future research directions of which are proposed to provide theoretical and practical guidance for scholars to do research and practitioners to deal with relevant marketing work.

Keywords： Artificial intelligence marketing Customer value theory Conceptual framework