Artificial intelligence in advertising and the consumer journey to purchase

Abstract

The present research is dedicated to the possible uses of artificial intelligence in business and in particular – for marketing purposes. Attention is drawn to the importance of artificial intelligence algorithms in the field of advertising and its impact the consumer journey to purchase. A brief overview of models reflecting the impact of advertising on this process is presented. An author s view of the possible application of artificial intelligence at each stage of the consumer experience that forms the journey to purchase in a digital environment is presented. It is concluded that artificial intelligence has the potential to improve advertising efficacy and consumer experience.