Exploratory Case Studies of Organizational AI Applications in Marketing

Artificial intelligence (AI) technologies have been substantially developed in various areas and industries. This paper focuses on the applications in organizational marketing and identifies how these assist managers to make right decisions and improve business performance. The author blended research method of extensive literature review with case studies to indicate the concepts of AI powered marketing, architecture and technology portfolio of AI, benefits of applying AI to marketing including strategies, branding, and service, as well as the challenges. Research questions of "how to design an AI marketing strategy?" and " how to get more from marketing AI?" are answered in the paper. Cases from Instagram, Tik-Tok, Amazon, and Google were studied to explore the evolving journeys of AI innovation and applications in the real world. Future of AI in organizations will require more efforts and investment to establish guidelines in the aspects of confidence, change, and control internally and externally to guide the implementation in the right direction.



Work Title Exploratory Case Studies of Organizational AI Applications in Marketing
Penn State
  1. Liping Qin
  1. Artificial intelligence (AI)
  2. Machine Learning
  3. Deep Learning
  4. AI Powered Marketing
  5. AI Technology Portfolio
  6. AI Marketing Strategy
  7. AI-driven Decision Making
License In Copyright (Rights Reserved)
Work Type Research Paper
  1. Girish Subramanian
Publication Date 2022
DOI doi:10.26207/xf81-ts29
Deposited April 12, 2022




Work History

Version 1

  • Created
  • Updated
  • Updated
  • Updated Acknowledgments Show Changes
    • Girish Subramanian
  • Added Creator Liping Qin
  • Added Creator Emily Mross
  • Added AI_Paper_Final_Draft_4_1_2022.pdf
  • Updated License Show Changes
    • https://rightsstatements.org/page/InC/1.0/
  • Published
  • Updated

Version 2

  • Created
  • Deleted Creator Emily Mross
  • Published
  • Updated