A concept that is increasingly common in our vocabulary, but still raises several questions. Strictly speaking, artificial intelligence is “a branch of computer science devoted to the research and creation of
software
e
hardware
with the aim of producing results similar to those produced by human intelligence.” (infopedia.co.uk, 2023).

For a specialist in
marketing
specialist can work on the positioning of a brand in the digital sphere, he must know the potential of this technology, applied to the area.

• Analytics: Any communication action, as well as product development, business expansion or crisis forecasting is based on data analysis. Through the
  data-driven
  it is possible to test hypotheses using A/B tests (they compare variables, defining the one that generates the best results);
• Automation: Widely used in
  marketing
  such as
  newsletters
  or
  landing pages
  allows to personalize the communication made between a company and its database. This is segmented in a humanized way, as if it were one-to-one;
• Consumer journey: Artificial intelligence identifies the customer’s points of interest, their needs, where they are in the sales funnel, with the ultimate goal of building loyalty to a brand.