viewpoints of media directors about advantages and disadvantages of artificial intelligence in marketing and advertising

In today’s rapidly growing world, time is one of the most important essence when it comes to making decisions in any field or industries. the ability to make quick decisions in the shortest time is one of the best ways to achieve the right goal in all matters, including marketing. using artificial intelligence (ai) helps to reach the desire results very fast. ai is a simulation of human intelligence process by a programmed machine, especially computers. it has the ability to think like human beings. so ai can take their own decisions without the interference of humans. giving thinking ability to machines or robots can emerge many advantages and disadvantages too. ai marketing (aim) is a form of direct marketing leveraging database marketing techniques as well as ai concept and models. the main difference resides in the reasoning part which suggests it is performed by computer and algorithm instead of human. so, the researcher interviewed about the benefits and disadvantages of artificial intelligence in marketing and advertising with 30 media directors. using the delphi technique, the ultimate and consensual ideas of media managers have been gained. results show these advantages: image cognition or machine vision, customer segmentation, content generation, programmatic advertising, supply-side platform(ssp),demand-side platform(dsp), recommendation engine and real-time bidding(rtb) ; and show these risks : high cost, no replicating humans, lesser jobs, lack of personal connections and addiction.

Viewpoints of media directors about advantages and disadvantages of artificial intelligence in marketing and advertising

In today’s rapidly growing world, time is one of the most important essence when it comes to making decisions in any field or industries. The ability to make quick decisions in the shortest time is one of the best ways to achieve the right goal in all matters, including marketing. Using Artificial Intelligence (AI) helps to reach the desire results very fast. AI is a simulation of human intelligence process by a programmed machine, especially computers. It has the ability to think like human beings. So AI can take their own decisions without the interference of humans. Giving thinking ability to Machines or robots can emerge many advantages and disadvantages too. AI Marketing (AIM) is a form of direct marketing leveraging database marketing techniques as well as AI concept and models. The main difference resides in the reasoning part which suggests it is performed by computer and algorithm instead of human. So, the researcher interviewed about the benefits and disadvantages of artificial intelligence in marketing and advertising with 30 media directors. Using the Delphi technique, the ultimate and consensual ideas of media managers have been gained. Results show these advantages: Image cognition or machine vision, Customer segmentation, Content generation, Programmatic advertising, Supply-side platform(SSP),Demand-side platform(DSP), Recommendation engine and Real-time bidding(RTB) ; and show these risks : High cost, No replicating humans, Lesser Jobs, Lack of personal connections and Addiction.