The growing availability of data, intelligent computational systems, and affordable storage and software has spurred a keen interest among marketers to explore new artificial intelligence (AI) methods and applications to enhance outcomes. However, this technological race can lead marketers to hastily implement AI platforms without a clear objective, causing organizations to lose focus, become disconnected from customers, waste resources, and blindly follow a never-ending trend. This book explores the influence of AI on the marketing field. Featuring full papers presented at the 2024 Academy of Marketing Science Annual Conference in Coral Gables, FL, USA, this book offers research, theories, methodologies, and case studies on the use of AI by marketers in various areas to better serve customers and satisfy their needs. It also explore the role that academics play in supporting marketing scholars, students, researchers, consumers, practitioners, and stakeholders in understanding and navigating these technological changes.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.