كنفرانس بين المللی مهندسی صنايع و سيستم ها

صفحه اصلی / یازدهمین كنفرانس بين المللی مهندسی صنايع و سيستم ها

The Application of Artificial Intelligence in Marketing: A Review of Techniques, Trends, and Challenges

نویسندگان :

Yasaman Entezari¹ Azita Shirazipour² Seyed Javad Mirabedini³ Narjes Badpar⁴

1- دانشگاه آزاد اسلامی واحد تهران مرکزی 2- دانشگاه آزاد اسلامی واحد تهران مرکزی 3- دانشگاه آزاد اسلامی واحد تهران مرکزی 4- دانشگاه آزاد اسلامی واحد تهران مرکزی

کلمات کلیدی :

Artificial Intelligence،Marketing Automation،AI technologies،Predictive Analytics،Data Privacy،Customer Engagement

چکیده :

Artificial Intelligence is changing marketing fast by helping companies connect better with customers, streamline operations, and turn huge data sets into useful insights. This article reviews AI in marketing, highlighting core methods like machine learning, natural language processing, and predictive analytics. We show how AI improves customer segmentation, personalization, automated campaigns, sentiment analysis, and support services. We also address current trends such as hyper-personalization, the push for explainable AI, and seamless omni-channel strategies. Key challenges—data privacy, biases in models, and integrating diverse systems—are presented alongside them. Finally, we suggest future research pathways and the growing place of AI in marketing, giving both scholars and practitioners the tools they need to embed AI into winning marketing plans.