Proceeding of the Faculty of technical Sciences, Novi Sad

Industrial Engineering and Management

Vol. 40 No. 05 (2025): Proceedings of the Faculty of Technical Sciences

TRENDS IN THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN MARKETING ACTIVITIES

  • Doris Bučko
DOI:
https://doi.org/10.24867/30GI10Bucko
Submitted
May 9, 2025
Published
2025-12-10

Abstract

The paper explores trends in the use of artificial intelligence in marketing, such as predictive analytics, personalization, targeted advertising, automation, and chatbots. It also covers the psychosocial dynamics of AI and keyword co-occurrence analysis. Examples from companies like Amazon, Netflix, Spotify, Canva, and Raiffeisen Bank are included.

References

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