AI in Digital Marketing

This course gives a general introduction to the use of artificial intelligence in the application domain of e-commerce and marketing. First, the general application areas are introduced and put into a historical context. Then the focus shifts to virtual assistants and visual search. Determining the optimal price for a product or service is crucial to all aspects of e-commerce and marketing. Therefore, theoretical foundations will be examined before turning to discuss methods of how to adapt prices dynamically. The use of artificial intelligence requires extensive use of data. In marketing and e-commerce, in particular, personal data are often processed. Students will learn the regulatory aspects of what data may be processed and under what circumstances, as well as ethical considerations of how to use data responsibly within the allowed remit. Finally, case studies will illustrate the use of artificial intelligence in e-commerce and marketing.