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- W4385386355 abstract "As technologies advance and the interest of digital marketers and researchers in artificial intelligence increases, the ways to develop a digital marketing strategy with the tools that can improve both marketing operations and interactions with the consumers are being sought. The objective of the research is to investigate, to assess and to analyse the possibilities of using artificial intelligence in digital marketing strategy of Latvian companies, based on theoretical knowledge about the use of artificial intelligence in digital marketing strategy, the results of survey of companies’ representatives and expert interviews. Research methods: In order to achieve the objective of the research, a descriptive analysis, expert interviews and a survey of representatives of Latvian companies have been carried out. Results: Artificial intelligence provides companies with several advantages that the companies can use to improve their marketing activities or to interact with the consumers; however, in Latvia, companies use artificial intelligence little, and it is difficult for a large number of companies to say whether they will implement artificial intelligence in their digital marketing strategy in the near future." @default.
- W4385386355 created "2023-07-30" @default.
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- W4385386355 date "2023-01-01" @default.
- W4385386355 modified "2023-09-25" @default.
- W4385386355 title "Use of Artificial Intelligence in the Digital Marketing Strategy of Latvian Companies" @default.
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- W4385386355 doi "https://doi.org/10.1007/978-981-99-3091-3_64" @default.
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