AI in Marketing, Sales and Service

How Marketers without a Data Science Degree can use AI, Big Data and Bots

verfasst von: Prof. Dr. Peter Gentsch

Verlag: Springer International Publishing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management.

This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level.

With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you:

how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors.

Inhaltsverzeichnis

Frontmatter

AI 101

Frontmatter

Chapter 1. AI Eats the World

Abstract

Artificial intelligence (AI) has catered for an immense leap in development in business practice. AI is also increasingly addressing administrative, dispositive and planning processes in marketing, sales and management on the way to the holistic algorithmic enterprise.

Peter Gentsch

Chapter 2. A Bluffer’s Guide to AI, Algorithmics and Big Data

Abstract

A few years ago, the keyword big data resounded throughout the land. What is meant is the emergence and the analysis of huge amounts of data that is generated by the spreading of the Internet, social media, the increasing number of built-in sensors and the Internet of Things, etc.

Peter Gentsch

AI Business: Framework and Maturity Model

Frontmatter

Chapter 3. AI Business: Framework and Maturity Model

Abstract

In the following, the various methods and technologies are briefly outlined and explained.

Peter Gentsch

Conversational AI: How (Chat)Bots Will Reshape the Digital Experience

Frontmatter

Chapter 4. Conversational AI: How (Chat)Bots Will Reshape the Digital Experience

Abstract

The topic of bots is new. Back in 1966, Joseph Weizenbaum developed with ELIZA a computer program that demonstrated the possibilities of communication between a human and a computer via natural language. When replying, the machine took on the role of a psychotherapist, worked on the basis of a structured dictionary and looked for keywords in the entered text.

Peter Gentsch

AI Best and Next Practices

Frontmatter

Chapter 5. AI Best and Next Practices

Abstract

“Data is the new oil” is a saying that is readily quoted today. Although this sentence still describes the current development well, it ides not get down to the real core of the matter; more suitable would be “artificial intelligence empowers a new economy”. The autonomous automation of ever larger fields of tasks in the business world will trigger fundamental economic and social changes. Based on a future world in which unlimited information is available on unlimited computers, ultimate decisions will be generated in real time and processes will be controlled objectively. These decisions are not liable to any subjectivity, information or delays.

Peter Gentsch

Conclusion and Outlook: Algorithmic Business—Quo Vadis?

Frontmatter

Chapter 6. Conclusion and Outlook: Algorithmic Business—Quo Vadis?

Abstract

Are we on the brink of the breakthrough of machine super intelligence that is superior to us by miles? And how dangerous would that really be for us? How is our intelligence to manifest in machines? Under the question “Algorithmic business—quo vadis?”, it will be stated in a summary in this chapter that this “super intelligence” will come due to the rapid development and technological scaling—the question is merely when? The “tipping point” can only be speculated. Various studies and statements by experts estimate it to be between 2040 and 2090. Furthermore, the key ten trends that have the greatest impact for business will be once again compactly summarised. Algorithmics and AI will change the world of work sustainably—what the economic and social consequences are, will be subsequently analysed. However, the value of such forecasts will be regarded critically: “The algorithmic business has only just started and has an immense potential that none of us today can ultimately forecast reliably”.

Peter Gentsch

Backmatter

Titel: AI in Marketing, Sales and Service
verfasst von: Prof. Dr. Peter Gentsch
Verlag: Springer International Publishing
Electronic ISBN: 978-3-319-89957-2
Print ISBN: 978-3-319-89956-5
DOI: https://doi.org/10.1007/978-3-319-89957-2