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Artificial intelligence is a field of study that “seeks to explain and emulate intelligent behaviour in terms of computational processes” 〔Scholkoff, R.J. (1990) Artificial Intelligence: An engineering Approach, Mc Graw Hill, New York.〕 through performing the tasks of decision making, problem solving and learning.〔Bellman. (1978). An introduction to artificial intelligence: can computers think? Boyd & Fraser Pub. Co.〕 Unlike other fields associated with intelligence, Artificial intelligence is concerned with both understanding and building of intelligent entities, and has the ability to automate intelligent processes.〔Russell, S., & Norvig, P. (1995). Artificial Intelligence: A Modern Approach. New Jersey: Prentice Hall.〕 It is evident that Artificial intelligence is impacting on a variety of subfields and wider society. However literature regarding its application to the field of marketing appears to be scarce. Advancements in Artificial intelligence’s application to a range of disciplines have led to the development of Artificial intelligence systems which have proved useful to marketers. These systems assist in areas such as market forecasting, automation of processes and decision making and increase the efficiency of tasks which would usually be performed by humans. The science behind these systems can be explained through neural networks and expert systems which are computer programs that process input and provide valuable output for marketers. In the area of social networking, AI is used to Artificial intelligence systems stemming from Social computing technology can be applied to understand social networks on the Web. Data mining techniques can be used to analyze different types of social networks. This analysis helps a marketer to identify influential actors or nodes within networks, this information can then be applied to take a Societal marketing approach. Artificial intelligence has gained significant recognition in the marketing industry. However, ethical issues surrounding these systems and their potential to impact on the need for humans in the workforce, specifically marketing, is a controversial topic. ==Artificial Neural Networks== An artificial neural network is a form of computer program modelled on the brain and nervous system of humans.〔Whitby, B. (2003). A beginner's guide: Artificial Intelligence. Oxford, England: Oneworld Publications.〕 Neural networks are composed of a series of interconnected processing neurons functioning in unison to achieve certain outcomes. Using “human-like trial and error learning methods neural networks detect patterns existing within a data set ignoring data that is not significant, while emphasising the data which is most influential”.〔Tedesco, B. G. (1992), Neural Analysis: Artificial Intelligence Neural Networks Applied to Single Source and Geodemographic Data. Chicage, IL: Grey Associates.〕 From a marketing perspective, neural networks are a form of software tool used to assist in decision making. Neural networks are effective in gathering and extracting information from large data sources 〔Tedesco, B. G. (1992). Neural Analysis: Artificial Intelligence Neural Networks Applied to Single Source and Geodemographic Data. Chicage, IL: Grey Associates.〕 and have the ability to identify the cause and effect within data.〔Tedesco, B. G. (1992). Neural Marketing: Artificial Intelligence Neural Networks In Measuring Consumer Expectations. Chicago, IL: Grey Associates.〕 These neural nets through the process of learning, identify relationships and connections between data bases. Once knowledge has been accumulated, neural networks can be relied on to provide generalisations and can apply past knowledge and learning to a variety of situations.〔 Neural networks help fulfil the role of marketing companies through effectively aiding in market segmentation and measurement of performance while reducing costs and improving accuracy. Due to their learning ability, flexibility, adaption and knowledge discovery, neural networks offer many advantages over traditional models.〔Bloom, J. (2005). Market Segmentation: A Neural Network Application. Annals of Tourism Research, 32(1), 93-111.〕 Neural networks can be used to assist in pattern classification, forecasting and marketing analysis. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Marketing and artificial intelligence」の詳細全文を読む スポンサード リンク
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