Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age

Editorial – What is an interactive marketing perspective and what are emerging research areas?

“…The wide application of artificial intelligence, machine learning, AI-enabled Chatbots and voice assistance have greatly changed the retailing and communication landscape, enhancing customer shopping experience and direct interaction with the firm or brand (Zeng et al , 2023). For example, application of predictive analytics and smart recommendations via artificial intelligence and machine learning help marketers to measure user experience metrics; increase more accurate and personalized prediction and targeting; develop interactive campaign, content creation and generation; and design dynamic pricing and advertising (Liu et al , 2023; Yu, 2023). Mobile devices further facilitate marketers to deliver convenience and personalized content in proximity marketing (Lin et al , 2022).…”