Optimization of Brand Marketing Strategy of Intelligent Technology under the Background of Artificial Intelligence

Liu, Yishu; Chen, Weixiong

doi:10.1155/2021/9507917

Cited by 10 publications

(4 citation statements)

References 22 publications

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“…Yishu, Liu., Weixiong, Chen. (2021) 32 : The goal of the study was to evaluate the situation of brand marketing for intelligent technology goods now, considering the difficulties presented by changing market dynamics and artificial intelligence. It aimed to provide methods for maximizing these items' brand marketing to increase their marketability.…”

Section: P Varsha Et Al (2021)mentioning

confidence: 99%

An Investigation on the Effects of Artificial Intelligence on Pharmaceutical Product Brand Management Strategies (PPBMS)

2024

European Economic Letters

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The term "artificial intelligence" (AI) refers to a group of technologies used in the health sector that enable robots to sense, comprehend, behave, and acquire the ability to carry out clinical and administrative tasks. Human-machine cooperation is the way of the future, and as technology develops, human clinical professionals will also need to adapt, learn, and develop. It is the evolution of medicine, not its extinction, even though future experts will need to be both technologically and medically knowledgeable. Pharmaceutical applications include a wide range of AI and machine learning uses, such as disease detection and diagnosis, tailored therapy and behavioural modification, drug development and manufacturing, radiology and radiotherapy, smart electronic health records, epidemic outbreak prediction, branding, sales and marketing, and predictive analytics, among others. Additionally, advertising benefits greatly from AI and MLbased analytics, especially as successful advertising frequently requires a high degree of judgment and numerous continuous, complex decisions. In 2021, the AI health sector is estimated to generate $6.6 billion in revenue at a 40% compound annual growth rate. In the next ten years alone, the medical AI market is likely to grow by almost ten times. Soon, procedures that are more intelligent, quicker, and less expensive could be made possible by AI and machine learning. Better insights are provided by artificial intelligence, which supports regular duties. Enhancing efficiency and furnishing the marketing function with more profound insights and reliable data facilitates the selling process. Artificial Intelligence provides consistency, economy of scale, decision-making, and data loss prevention. This article deals with the advancement of innovation, global healthcare, and the supply of treatments that change and save countless lives on a global scale are all dependent on pharmaceutical firms. Their research, development, and distribution of medications and therapies are critical to addressing health concerns, guiding medical progress, and considerably enhancing societal well-being. In this changing context, the integration of artificial intelligence (AI) is becoming a revolutionary force that is changing preconceived notions. AI has the unrivalled ability to foresee market trends, recognize consumer behaviour, and optimize strategies. It can also increase brand equity, customer engagement, and market penetration. The purpose of this study is to assess how artificial intelligence has affected pharmaceutical product brand management procedures. This study employed the Wilcoxon one-sample signed rank test methodology. Artificial intelligence has a significant influence on the branding of pharmaceutical products through brand image, brand engagement, brand consistency, brand positioning, brand loyalty, brand reputation, brand perception, brand trust, and brand advocacy.

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Section: P Varsha Et Al (2021)mentioning

confidence: 99%

An Investigation on the Effects of Artificial Intelligence on Pharmaceutical Product Brand Management Strategies (PPBMS)

2024

European Economic Letters

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“…Banks should not just regard AI marketing as a way to reach consumers, but as a cost-effective brand-building tool (Liu and Chen 2021). Big data on customer consumption behaviors can be collected and analyzed efficiently, and personalized service offerings and communications can be delivered.…”

Section: Practical Implicationsmentioning

confidence: 99%

The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong

Ho¹,

Chow²

2023

J Financ Serv Mark

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Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve as the foundation for new value propositions and distinctive customer experiences. AI is crucial for offering better customer experiences, which strengthen the consumer–brand relationship and brand differentiation. Based on the stimulus–organism–response model, this study examined the influence of AI on brand preference for retail banks in Hong Kong. Structural equation modeling was used to analyze 300 responses collected from a questionnaire survey of Generation Z subjects. The findings indicate that AI marketing efforts affected brand experience, brand preference, and repurchase intention. Among AI marketing efforts, information, accessibility and customization exerted influences on brand experience, while interaction had no significant impact on it. Brand experience also mediated the relationship between AI marketing efforts and brand preference. The study will help retail banks to design AI marketing activities and formulate better marketing and branding strategies for customer acquisition and retention.

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“…Space-time to achieve the best match. From the user's point of view, the reach of the advertisement content is perfectly combined with the current user network behavior, which effectively reduces the user's rejection of advertisements [34]. At a deeper level, the delivery of advertising content is based on the labeling system of user portraits, and the depiction of user portraits is based on intelligent algorithms cleaning and filtering invalid raw data, and at the same time receiving current user network behavior data for analysis.…”

Section: Technology Supportmentioning

confidence: 99%

Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence

Wen¹,

Lin

Guo

2022

Mobile Information Systems

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This paper starts from the research of computational advertising and scene theory, based on the background of artificial intelligence technology application, and studies the communication strategy of the computational advertising scene. It studies the three major strategies of computing advertising scene communication and deeply analyzes the principles and applications of scene insight strategy, content selection strategy, and community operation strategy. Results show the following: (1) under the background that the era of artificial intelligence has arrived, computing advertising uses artificial intelligence algorithms to complete breakthrough upgrades. Through the combination of algorithms and data, its intelligent upgrades are mainly manifested in three aspects: First, to achieve higher matching accuracy communication, the second is efficient customized communication, and the third is to realize the contextual interaction between advertisements and users; (2) the “intelligent” performance characteristics of intelligent scene dissemination of computing advertising are mainly in the application of scene intelligence technology, the intelligence of the data platform, and the intelligent construction of user portraits; (3) in the era of artificial intelligence, the communication strategies for computing advertising scenarios mainly include intelligent scenario insight strategies, content selection strategies, and community operation strategies. First, the intelligent scene insight strategy is mainly analyzed from two levels. On the one hand, it is a scene mining based on intelligent data and an in-depth analysis of the user tag system centered on intelligent algorithms. On the other hand, through the research on keyword search, the impact of intelligent upgrade on scenario insight is analyzed. Secondly, in terms of content selection strategy, the application of artificial intelligence technology has brought a new upgrade to the creation and recommendation mechanism of computational advertisements.

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Optimization of Brand Marketing Strategy of Intelligent Technology under the Background of Artificial Intelligence

Cited by 10 publications

References 22 publications

An Investigation on the Effects of Artificial Intelligence on Pharmaceutical Product Brand Management Strategies (PPBMS)

An Investigation on the Effects of Artificial Intelligence on Pharmaceutical Product Brand Management Strategies (PPBMS)

The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong

Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence

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