mAIrketing

Marketing is changing faster than many businesses are able to understand.
Artificial intelligence is no longer merely a tool for automating campaigns, generating content or analysing data. It is changing how companies observe consumers, anticipate behaviour, build relationships, personalise experiences and defend their identity in an increasingly saturated market.

The New mAIrketing offers a clear, authoritative and timely interpretation of this transformation.
This book is not a technical manual on how to use AI, but a strategic guide to understanding what marketing is becoming in the age of artificial intelligence. From predictive personalisation to generative creativity, from first-party data to trust, from the risk of homogenisation to the need for a new form of human empathy, the work builds a theoretical and practical map for managers, entrepreneurs, consultants, communication professionals and specialists.
The reader will find a structured exploration of:

• why AI is not simply enhancing marketing, but transforming it;
• how the relationship between brand and consumer is changing;
• why proprietary data are becoming strategic capital;
• the risks created by mass-generated content and homogenised creativity;
• why empathy, trust and human judgement are becoming even more important;
• how businesses can prepare for predictive, adaptive and relational marketing;
• the principles that define the new mAIrketing.