Naslov
IMPACT OF ARTIFICIAL INTELLIGENCE ON PURCHASING DECISIONS

Autori
Ptićek, Monika ; Dobrinić, Damir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development 47 th International Scientific Conference on Economic and Social Development / Konecki, Mario ; Kedmenec, Irena ; Kuruvilla, Abey - Prag : VADEA, 2019, 80-91

Skup
47th International Scientific Conference on Economic and Social Development

Mjesto i datum
Prag, Češka Republika, 14.11.2019. - 15.11.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
artificial intelligence, buyers, marketing, technology

Sažetak
The emergence and development of artificial intelligence are pushing the boundaries of technological development that affects all areas of social life. Marketing is no exception. Artificial intelligence emerged as a term in the 1950s and developed in the 1980s through the development of expert systems and machine learning. Arthur C. Clarke announced in 1968 awareness of artificial intelligence and its developmental capabilities in the script for the movie 2001: A Space Odyssey, where the HAL 9000 intelligent machine possesses the same intelligence as humans. Business sectors that are among the first to adopt and apply new technologies are marketing and sales, and the reason is straightforward and lies in the policy of supporting current offerings and gaining competitive advantages. As stated by Sterne (2017), there are different marketing technologies and activities that are based on artificial intelligence - from market research, collection, and analysis of large amounts of diverse data to customer relationship management (CRM). The authors of this paper explore and analyze the awareness of the presence of artificial intelligence and its impact on present and future customer behavior and their purchasing decisions. The results of the research contribute to a more positive perception of the benefits that artificial intelligence brings, and thus a willingness to adapt its application in purchasing processes.

Izvorni jezik
Engleski

POVEZANOST RADA