Leveraging Artificial Intelligence for Digital Marketing: Insights from SHEIN for VMS Industry

Sonia  KHERBACHI; Naima  BENKHIDER; Nassim  KEDDARI

doi:10.34118/djei.v15i2.3908

Sonia KHERBACHI University of Bejaia. Algeria https://orcid.org/0000-0002-1398-6337
Naima BENKHIDER University of Bejaia. Algeria https://orcid.org/0000-0001-6518-5163
Nassim KEDDARI University of Bejaia. Algeria https://orcid.org/0000-0002-1129-4185

##plugins.pubIds.doi.readerDisplayName##: https://doi.org/10.34118/djei.v15i2.3908

Résumé

In the current global landscape, where technology-driven data penetration is the hardcore of digital marketing, Artificial Intelligence has gained paramount importance. This paper explores artificial intelligence applied to digital marketing practices through associated technologies. Through qualitative and quantitative approaches, we aim to propose research directions addressing AI challenges firms encounter in marketing. A qualitative interview with VMS Industry’s marketing manager and a quantitative analysis of Hugging Face’s implementation in SHEIN’s marketing activities were conducted. The results have revealed that using Artificial Intelligence fundamentally redefines how firms’ approach and succeed in their digital marketing practices. SHEIN’s experience in integrating artificial intelligence into its marketing practices could be an emerging solution for gaining visibility on the web. For the VMS Industry, the results have confirmed that Artificial Intelligence’s selective and targeted use in personalizing interactions with customers and creating visual and textual content is optimized.

##plugins.generic.usageStats.downloads##

##plugins.generic.usageStats.noStats##

Références

Ahmed, A., & Ganapathy, A. (2021). Creation of automated content with embedded artificial intelligence: a study on learning management system for educational entrepreneurship. Acad. Enterpren. J, 27(3), 1-10.

Albinali, E. A., & Hamdan, A. (2020). The implementation of artificial intelligence in social media marketing and its impact on consumer behavior: evidence from Bahrain. International Conference on Business and Technology (pp. 767–774). Cham: Springer.

Geru, M. .., Capatina, A., & Micu, A. (2018). Using artificial Intelligence on social media’s user generated content for disruptive marketing strategies in eCommerce. Econ. Appl. Inf, 24(3), 5-11.

Haenlein, M., & Kaplan, A. (2019). A brief history of artificial intelligence: on the past, present, and future of artificial intelligence. Calif. Manag. Rev, 61(4), 5–14.

Heimbach, I., Kostyra, D., & Hinz, O. (2015). Marketing automation. Business & Information Systems Engineering, 57(2), 129-133.

Kupec, M., Jakubíkova, D., & Kupec, V. (2021). Web personalization and artificial intelligence as tools for marketing communications. Facilities, 12(1).

Marinchak, C., Forrest, E., & Hoanca, B. (2018). Artificial intelligence: redefining marketing management and the customer experience. Int. J. E Enterpren. Innovat, 8(2), 14–24.

Micu, A., Capatina, A., & Micu, A. (2018). Exploring artificial intelligence techniques applicability in social media marketing. . Emerg. Trends Market. Manag, 1(1), 156–165.

Rekha, A., Abdulla, M., & Asharaf, S. (2016). Artificial intelligence marketing: an application of a novel lightly trained support vector data description. J. Inf. Optim. Sci, 37(5), 681–691.

Shovo, N. (2021). Marketing with artificial intelligence and predicting consumer choice. Artificial Intell. Soc, 1(1), 6-18.

Stone, M. (2014). The new (and ever-evolving) direct and digital marketing ecosystem. Journal of Direct, Data and Digital Marketing Practice, 16(2), 71-74.

Van Esch, P., & Stewart Black, J. (2021). Artificial intelligence (AI): revolutionizing digital marketing. Australas. Market J, 29(3), 199-203.

Verma, S., Sharma, R., & Deb, S. (2021). Artificial intelligence in marketing: systematic review and future research direction. Int. J. Inf. Manag. Data Insights, 1(1).

Wang, R., Luo, J., & Huang, S. (2020). Developing an artificial intelligence framework for online destination image photos identification. J. Destin. Market. Manag, 18.