How AI is Shaping Marketing: a Strategic Framework

In their paper, “A Strategic Framework for Artificial Intelligence in Marketing,” Ming-Hui Huang and Roland T. Rust present a roadmap for how businesses can use AI for their marketing strategies.

The framework breaks down AI into three key types: Mechanical AI, Thinking AI, and Feeling AI, each contributing uniquely across marketing processes.

The 3 Types of AI:

1. Mechanical AI is all about automating repetitive tasks like data collection, pricing, and logistics. It ensures consistency and efficiency in operations.
2. Thinking AI focuses on personalization. It analyzes customer data to deliver tailored experiences like product recommendations or predictive analytics.
3. Feeling AI is designed to build emotional connections. It uses tools like sentiment analysis and chatbots that can simulate empathetic responses, perfect for industries needing emotional engagement.

How to Apply This Framework:

• Marketing Research: Use Mechanical AI for automated data collection, Thinking AI for market trend analysis, and Feeling AI to understand customer emotions.
• Strategy: Mechanical AI helps with segmenting large data sets, Thinking AI targets specific customer segments, and Feeling AI personalizes communication.
• Execution: Use Mechanical AI to standardize repetitive processes, Thinking AI for personalized customer interactions, and Feeling AI to emotionally engage customers.

So, what now?

Marketers need to start by evaluating which AI type is most relevant to their needs:

• Looking to automate? Start with Mechanical AI.
• Want to improve personalization? Look into Thinking AI solutions.
• Need to strengthen emotional connections? Incorporate Feeling AI into your customer service.

By strategically integrating AI across all levels of marketing, businesses can optimize both operational efficiency and customer engagement.

Link to paper: https://www.alexamakemerich.com/s-projects-side-by-side