Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

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

Document Type : The scientific research paper

Authors
Majid Mohammad Shafiee 1
Aref Arman 1
Pardis Bagheri 2
1 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
JABM.3.2.15564.351256.32578748
Abstract
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.
Keywords
Marketing
Artificial Intelligence
Chatbot
GPT Chat
Content Production

Subjects

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  • Receive Date 17 June 2024
  • Revise Date 01 July 2024
  • Accept Date 11 July 2024