The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach

Abstract

unprecedented opportunities for the mining of new insights into customer needs and behaviours, from individuals to corporations and governments (Zaki, 2019). The advent of digital technologies has indeed ushered in a new era of innovation and possibilities, revolutionising the way businesses interact with customers, understand their needs, and create value (Bednar & Welch, 2020). All of these factors have created a pressing need for a new paradigm in marketing-one driven by the power of digital technologies and their ability to extract invaluable insights from the vast data landscape.