The Role of Artificial Intelligence in Fifth Phase ofMarketing Research

Today, artificial intelligence (AI) agents are rapidly changing the business world. In this article, weexplore and call out the fifth step of marketing research, which is to use artificial intelligence. Weargue that AI can process large-scale, unstructured data and provide robust predictive performance.Regarding the fifth step of marketing research, we propose some research priorities such as theexpansion of AI methods, including machine learning, and their use as core components inmarketing research, and their use for descriptive analysis, We examine them to draw customerpurchase maps and develop decision support capabilities and connect methods to human insightsand marketing theories. Reviewing the best AI tools for influencers can highlight AI in marketingand chart future research directions. The data collection method is the semi-structured interviewand the samples were selected by judgmental sampling method and then analyzed with MAXQDAsoftware

کلیدواژه ها:

Artificial Intelligence ، Marketing Research ، Fifth Stage of Marketing Research