Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. (Rousse, 2019). Nowadays, AI is used in many fields, such as healthcare, education, finance, law, and manufacturing, but we are going to focus on how Marketing is using AI. AI in marketing is the use of customer data, machine learning, and other computational concepts to predict a person's action or inaction. (Grimms, 2019). It is important for digital marketers because artificial intelligence will allow analyzing big amounts of data from different platforms, such as social media platforms, emails and web activity in a very short period of time, thus, enhancing campaign performance and overall return on investment (ROI). According to Dave Chaffey, AI is broken down into 3 different types of technology; machine learning; which uses algorithms to learn from historical data sets that can create propensity models, applied propensity models;...
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