AI and Optimization in Marketing - Dimitra Skandali

This book explores the transformative impact of Artificial Intelligence (AI) on marketing theory and practice, offering a comprehensive examination of how AI technologies are reshaping customer engagement and value creation. With contributions from leading scholars and practitioners worldwide, this handbook delves into the intersection of AI, optimization, and marketing, providing readers with a thorough understanding of foundational concepts, emerging technologies, and practical applications.

Key topics include large language models, predictive analytics, customer journey optimization, responsible AI, algorithmic marketing, digital twins, and social media analytics. The chapters also address critical issues such as investment decision-making, sustainability, and strategic judgment in the age of generative AI. By highlighting both opportunities and challenges, this volume equips readers with the knowledge needed to navigate the evolving landscape of AI-driven marketing.

Ideal for researchers, practitioners, policymakers, and students, this book serves as an essential resource for those seeking to enhance their understanding of AI's role in marketing. Whether you're a seasoned professional or a curious learner, this handbook offers valuable insights into how AI and optimization techniques can lead to more effective, efficient, and responsible marketing decision-making.

The chapter "Choice without choosing: Algorithmic marketing and the illusion of consumer autonomy" is available open access under a Creative Commons 4.0 International License via link.springer.com.​