The Role of Artificial Intelligence in Shaping Business Strategies: A Deep Dive into Modern Marketing Dynamics
TL;DR
This study argues that, although artificial intelligence is capable of processing data, humans cannot be excluded from the process of decision-making because they are responsible for the emotional and ethical aspect of strategy implementation.
Abstract
Business strategy has historically been considered a highly human-oriented science based on historical data, executives’ intuition, and trial-and-error methods. Nonetheless, the advent of Artificial Intelligence (AI) technology has dramatically transformed traditional business practices by altering the way companies implement and develop their long-term strategies. The present comprehensive research paper investigates how AI technology has redefined the concept of proactive versus reactive strategies of organizations from the standpoint of marketing. Analyzing the mechanics of artificial intelligence such as machine learning, predictive analytics, and natural language processing, I describe the processes of how AI technology turns the consumers’ information into strategically oriented actions. Discussing the cases of various corporations including Starbucks, Netflix, Sephora, and Amazon, I show how AI technology allows companies to benefit from AI hyper-personalization and dynamic pricing thus generating huge ROI gains. In addition, considering human factors in AI technology, this study argues that, although artificial intelligence is capable of processing data, humans cannot be excluded from the process of decision-making because they are responsible for the emotional and ethical aspect of strategy implementation.