How is Artificial Intelligence redefining modern international marketing?

Abstract

Due to the advancement of Artificial Intelligence and its development in the International Marketing area, specialists have now the tools to completely redefine the current understanding of branding, marketing, advertising. This paper concentrates on introducing the reader to the available AI-based tools for marketing purposes and provides an insight on how the presented solutions contribute to the modern marketing worldwide. Additionally the paper presents theoretical insights on how to effectively manage highly innovative products such as Marketing AI and how to implement them in the International Marketing strategies of corporate market agents. The theoretical part is supported with an empirical study based on two semi-structured interviews with the representatives of companies offering Marketing AI products for international corporate clients.