مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

هوش مصنوعی و چت‌بات در بازاریابی: بررسی کاربردها و ریسک‌ها

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
چکیده
بازاریابی در حال گذار از تحولی بی‌سابقه‌ است که توسط هوش مصنوعی (AI) هدایت می‌شود. هوش مصنوعی به طور فزاینده‌ای برای بازاریابان به دلیل توانایی آن در خودکارسازی وظایف، تجزیه‌وتحلیل داده‌ها به طور مؤثرتر و ایجاد تجربیات شخصی برای مشتریان ضروری می‌شود. این امر منجر به مزایایی مانند افزایش کارایی، خلاقیت، وفاداری مشتری و مزیت رقابتی می‌شود. کسب‌وکارهایی که ابزارهای هوش مصنوعی را اتخاذ می‌کنند، در دنیای در حال تغییر امروزی پیشرو خواهند بود. ابزارهای هوش مصنوعی ازجمله چت‌بات‌ها به ابزاری قدرتمند در بازاریابی تبدیل شده‌اند و به کسب‌وکارها در زمینه‌های مختلفی کمک می‌کنند. بااین‌حال، استفاده از چت‌بات‌ها در بازاریابی بدون درنظرگرفتن ملاحظات اخلاقی و خطرات بالقوه آن، غیرمسئولانه است. هدف اصلی از انجام این پژوهش، انتخاب بهترین چت‌بات در بازاریابی و بررسی کاربردها، ریسک‌ها و راهکارهای استفاده اخلاقی از چت-بات منتخب در بازاریابی می‌باشد.

پژوهش حاضر از نظر هدف کاربردی و در دسته پژوهش‌های توصیفی - تحلیلی می‌باشد. مراحل انجام این پژوهش شامل 3 فاز اصلی است که در فاز اول با استفاده از روش‌های کتابخانه‌ای، به بررسی پیشینه پژوهش و استخراج شاخص‌های انتخاب بهترین چت‌بات در بازاریابی پرداخته شد و مدل سلسله مراتبی پژوهش به دست آمد. در فاز دوم بر اساس مدل سلسله‌مراتبی پژوهش، جدول مقایسات زوجی تشکیل و در قالب پرسش‌نامه مقایسات زوجی در اختیار خبرگان قرار گرفت. سپس برای انتخاب بهترین چت-بات در بازاریابی، از روش فرایند تحلیل سلسله‌مراتبی استفاده گردید. در فاز سوم کاربردها، موارد استفاده و ریسک‌های استفاده از چت‌بات منتخب در بازاریابی مورد بررسی قرار گرفت.

یافته‌های پژوهش نشان دادند که ChatGPT به‌عنوان بهترین چت‌بات در بازاریابی انتخاب شده است. ریسک‌های مرتبط با این چت-بات و چالش‌های به‌کارگیری آن در بازاریابی برای بازاریابان، مصرف‌کنندگان و سایر ذی‌نفعان مواردی از جمله نقض حریم خصوصی، ازبین‌رفتن برخی از مشاغل، عدم صحت داده‌ها و تولید موارد نادرست می‌باشد. در صورت استفادة مسئولانه، چت‌ جی‌پی‌تی می‌تواند کاربردها و موارد استفادة مختلفی مانند متحول‌سازی خدمات مشتری، مکالمات شخصی‌سازی‌شده، جمع‌آوری سرنخ‌ها و پشتیبانی از تولید محتوا در بازاریابی داشته باشند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Artificial Intelligence and Chatbot in Marketing: review of applications and risks

نویسندگان English

Majid Mohammad Shafiee
Aref Arman
Pardis Bagheri
Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده English

Marketing is undergoing an unprecedented transformation driven by artificial intelligence (AI). Artificial intelligence is becoming increasingly essential for marketers due to its ability to automate tasks, analyze data more effectively, and create personalized experiences for customers. This leads to benefits such as increased efficiency, creativity, customer loyalty and competitive advantage. Businesses that adopt AI tools will be at the forefront of today's ever-changing world. Artificial intelligence tools, including chatbots, have become a powerful tool in marketing and help businesses in various fields. However, using chatbots in marketing without considering ethical considerations and potential risks is irresponsible. The main purpose of this research is to choose the best chatbot in marketing and to examine the uses, risks and ethical use of the chosen chatbot in marketing.

The current research is applied in terms of purpose and in the category of descriptive-analytical research. The stages of conducting this research include 3 main phases, in the first phase, using library methods, the background of the research was investigated and the indicators of choosing the best chatbot in marketing were extracted, and the hierarchical model of the research was obtained. In the second phase, based on the hierarchical model of the research, a table of paired comparisons was created and provided to the experts in the form of a questionnaire of paired comparisons. Then, to choose the best chatbot in marketing, the hierarchical analysis process method was used. In the third phase, applications, uses and risks of using selected chatbots in marketing were examined.

The findings of the research showed that ChatGPT was selected as the best chatbot in marketing. The risks associated with this chatbot and the challenges of using it in marketing for marketers, consumers and other stakeholders include privacy violations, loss of some jobs, inaccuracy of data and production of incorrect items. is If used responsibly, ChatGPT can have a variety of uses, such as transforming customer service, personalized conversations, collecting leads, and supporting content creation in marketing.

کلیدواژه‌ها English

Marketing
Artificial Intelligence
Chatbot
GPT Chat
Content Production
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