Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 353 - 384

Опубликована: Окт. 11, 2024

This chapter aims to discuss about the potential Return on Investment (ROI) measures from Artificial intelligence (AI) investments that business can leverage. It discusses concepts and describes dimensions, features tools of AI in Marketing business, assist readers understand topic. The authors also describe major drivers ROI for applications concerns limitations tangible measures. So, this document contributes literature (in)tangibles leverage issues digital marketing, at large potentially offers a theoretical grounding many empirical future studies.

Язык: Английский