The Influence of Artificial Intelligence on Marketing Activities of Businesses in the Marketing - Communication - Events Industry in Ho Chi Minh City: Literature Review

Abstract

Artificial Intelligence (AI) has become one of the most disruptive technologies of the 21st century, deeply affecting many fields, from healthcare, education to business and marketing. AI not only helps to increase work efficiency but also opens new possibilities in data analysis and processing. The rapid development of AI has revolutionized the way businesses approach and interact with customers. Artificial Intelligence Marketing (AIM) applies AI technology to automate the management of big data and information related to the Marketing Mix, thereby creating more effective and innovative marketing solutions. AIM uses advanced technology to perform and automate key marketing processes, helping to improve the efficiency and accuracy of marketing activities. This study focuses on analyzing the impact of AI on marketing activities of businesses in the field of marketing, communication and events in Ho Chi Minh City. By systematizing the theoretical basis and summarizing related studies, the study has proposed a theoretical model on the impact of AI on marketing activities. In addition, the study also provides managerial implications to promote the application of AIM in Vietnamese businesses, helping businesses create outstanding differences compared to competitors and prepare for challenges in a dynamic market.