Key points are not available for this paper at this time.
The technological evolution of recent years has put the industries on the move. Marketing has reached a point in its evolution where adapting to digital trends is an imperative. Although it seems to be a push for marketers, in fact, all automated applications and systems that are based on artificial intelligence only diminishes the complexity of classic targeting and customization processes. In many situations, the platforms used for online promotion contain algorithms for identifying the best combinations, in other situations the companies take initiative to develop and implement in-house customized systems. The authors aim to describe the current state of artificial intelligence in marketing processes and to provide a four step sequential model that uses an intelligent marketing solution that can improve the visibility of a website through keywords.
Dumitriu et al. (2020) studied this question.