Turkish Journal of Computer and Mathematics Education Vol.12 No.

14 (2021), 3180-3187
Research Article

The role of Artificial Intelligence (AI) in Public Relations and

Product Marketing in Modern Organizations

Dr. Haitham Abdelrahman Alawaad

Associate Professor of Public Relations& Journalism Dean of Mass Media College
Umm Al Quwain University United Arab Emirates
Email: [email protected]

Abstract:
Artificial Intelligence (AI) has been an emerging phenomenon in a variety of fields in recent
years: technology, business, medicine, automotive, and education. However, AI has made its
way deeper intoPublic Relation & marketing in the last few years, helping brands develop every
step of the consumer journey. In addition, instruments previously limited to companies at the
enterprise level have become inexpensive and open to medium and small businesses. This study
is to explore how widely AI is implemented in Relation & marketing and what consequences it
has for marketing practitioners. This study concludes based on the gathered information, that AI
helps in all aspects, especially in Public Relation & marketing the growth of the industry is
found to be high compared with non-using AI industry. The study offers business implications,
in particular ideas about Public Relation & marketing deployment of AI, developing products
and ideas about how to leverage new skills into the marketing team mandated by the new
technology.
Index Terms— Artificial Intelligence, AI, Marketing ,Public Relation , Machine learning

I. INTRODUCTION
Artificial Intelligence (AI) has proven useful in many ways, from driver less vehicles to
providing responses to customer service like Chabot etc. While many businesses want to take
advantage of AI to enhance Public Relation & marketing, they lack a mechanism for
implementing a Public Relation & marketing AI project. Artificial Intelligence (AI) is one of the
most common buzzwords in business today but this is for a very good reason: for many
marketing applications, AI has proved to be a very effective tool. AI has been around for
decades, but its recent popularity stems from three major factors:
• Big Data growth
• Easy availability
• Easy intractable to customers and emergence of new AI technique
AI refers to the broad idea of computers being able to think and perform tasks like humans
through the use of software and algorithms. AI automates many of the activities involved in
gathering, storing, managing and retrieving information that can help in the creation and

3180
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

management of company offers. AI is able to train machines to recognize patterns in large

amounts of data by using technologies such as deep learning, genetic algorithms and natural
language processing. Popular personal-use AI tools include personal assistant
Example: Siri, Alexa, Olivia, Nest, etc. AI has so far gained the attention of engineers, IT
experts, and researchers, but is now heading beyond its typical circles of occurrence, rendering
the management and marketing sector as a strong target. The ever-increasing number of
customer data available online, in big data systems or mobile devices makes AI a major
marketing collaborator, since the data analysis is rooted in almost every area of its operation

To a great extent,Public Relation & marketing takes advantage of data-from consumer needs
research, market investigates, customer feedback, and competitive intelligence through
activities in different communication or distribution channels to assess the results.

II. OBJECTIVES
1. Will AI respond to "intelligent" machines and services? Most of what can be used for
commercial use?

2. Why does AI development impact all sectors and businesses across the globe?
Which countries lead this AI race?

3. Was that growth affecting the cycle of traditional business? How is this impact of AI
changing the business and the potential employment in key sectors?
The solutions to the above questions would help human society get equipped forthe challenges
ahead and recognize the rapid changes thatmanifest with the influx of AI in human life and
market.
III. RESEARCH METHODOGY
The inferences derived from the above through a descriptive study that provided a clearer
understanding of the technologies, the actual degree of incorporation, implementation and
effect of AI in enterprises.

3181
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

IV. DATA COLLECTION

The data is collected through secondary data, which the overall view of the AI and its benefits
are gathered from the previous data and reveals about the future growth of marketing through
AI.

V.EXISTING AI MODELS PUBLIC RELATION & MARKETING SUCCESSFUL

HOW AI (i.e. Chabot) WORKS WITH HUMANS?

Nowadays users have been increased to use online purchasing or to clear any suspicions or to
find a review about the product or place etc., the surfing mode helps a lot rather than
approaching an individual and clearing the queries. If certain questions are unchecked and may
remain to be technically apparent, the assistants are expected to fix the problems. So google
launched the online assistants first to communicate with the customers to clear the queries the
assistants are required to solve the issues. So the online assistants have been
introduced by google first to interact with the customers to clear their needs (i.e. Chabot),
which
the computerized form of technology which interacts with the customer and give the feasible
solution, instead of approaching the company or website to resolve. This invention makes time
consumption less, easy like chatting, any queries to be resolved.
The Chabot acts like a real human thinking and answer according to the inputs. Machine
learning which helps in storing all possible of decisions to be exhibited to the customer and
finally the NLP (natural language processing) helps in defining the statement as a human
language at the end point.

A. The NLP Engine has two major components:

• Intent Classifier -It lets the algorithm understand its user's purpose to better fit the
user's feedback to strength provided by the bot.
• Entity Extractor- trained model that extracts key information from the input query of
the user.
B. Neural network input data:
• Manual Learning includes the list of user's commonly asked questions entered by the
interaction expert manually and maps them to the chatbot's answers.

3182
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

• Automated Learning includes sending client policy documents and all sorts of QA
style documents to train the bot so that it can trustfully address all user queries.
C. Machine Learning:
• Machine learning (ML) has brought AI to a higher level, one above a set of predefined
rules to obey. ML has thus altered the function of algorithms that have been used with
AI since then. ML has trained computers to learn from the available data on their own
by building links between individual pieces of data
VL . OTHER AI IN EXISTING PUBLIC RELATION& MARKET
• Voice processing technologies Text processing technologies
• Image recognition and processing technology
• Decision-making
• Autonomous robots and vehicles

VIL.DATA – FUEL FOR ARTIFICIAL INTELLIGENT

The unparalleled data volume is the power on an AI-driven platform. According to Satya
Nadella, CEO of Microsoft, "Every business core currency would be the ability to turn its data
into AI that drives competitive advantage." Previously, the unavailability of data hampered AI's
development, but the accessibility of low-cost and low-power sensors has resulted in a large
amount of data being collected in the last few years. Sensor data such as camera, global
positioning system (GPS) device, safety monitoring sensor, etc., can be continuously accessed
and interpreted on - the-fly or stored to obtain valuable insights through different mechanisms.
Moreover, data from several sensors can be integrated using the sensor fusion technique. Other
sources exist too, viz. online archives, review pages, polls, real retail sales, country census
databases, manually generated / handmade data. It is feasible to process and use the raw data
collected from all
these sources to train an AI; the conversion from raw data to processed data is a costly and time
consuming operation. There are a wide number of online data set sources, from which you we
access multiple data forms.

VIIL HOW ARTIFICIAL INTELLIGENT INFLUENCED INPUBLIC RELATION

& MARKETING
A few main elements make AI marketing as effective as it is today, including big data, machine
learning and the right solutions.
A. Big Data: It is a relatively simple term. It refers to the capacity of a marketer to compile
and classify broad datasets with minimal manual work. Marketing teams will then use this
data to ensure that the correct message is sent to the correct person who asked about the
query.

3183
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

B. Machine learning: When marketers try to make sense of this massive data collection,
Machine learning systems will give an easy way to feed data. They can help recognize
patterns or common events and forecast common observations, responses, and reactions
effectively

So, marketers can understand root cause and probability of repeating those responding
behavior.

C. Making up right solution: Marketing strategies for artificial intelligence actually acts in
the same way a person do decisions. This means that, extremely quickly, the platforms can
recognize informative concepts and trends through large data sets. AI solutions also view
emotion and communication as like a human being, thereby allowing such networks to
understand open form content such as social media, natural language and email responses.
Elimination of time-consuming and laborious routines. AI automates repetitiveness and
repeatable tasks (e.g., data collection and analysis, image search, and processing /
adaptation). Bigger value of both creative and strategic business practices. AI's reliable
analyzes increase the role of innovative and strategic business practices in creating new
competitive advantage. Innovations in design. AI redefine how individual consumer value is
delivered and increase the difficult task of seeking new solutions through design.
Developing new Marketing Team skills. AI needs the integration of data processing expertise
as well as a comprehension of the marketing team's emerging technology ability. A new
platform for Marketing. AI's complexity increases the function of the companies making AI
solutions. Because of the current level of AI improvement (the Artificial Narrow Intelligence
level), a new model of cooperation with AI entities offering data engineering or ML
techniques needs to be developed

3184
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

IX. ARTIFICIAL INTELLIGENT LEVEL

AI's explosive growth has elicited concerns about job security in several roles and sales are
no exception. Yet today's consumers claim they want knowledgeable

, trustworthy professionals based on satisfying their individual needs an innately human pursuit.
The aim of AI for salespeople is not to replace them but to help them better understand the needs
of their customers while alleviate the burden of manual tasks, they act as an advisor. The above
data represents AI usage has be increased to 77% from 2019
Entities believe AI and Big Data are the most exciting innovations today. Looking a decade
ahead, they expect automotive transport to make a tremendous jump in growth, taking the
second place after AI. From the past data we believe that AI takes the major role in bussiness
part for reducing the human works and human error,

reduce the time consumption and even wages to increase the work speed, innovation and
growth to make the products reach the consumer and attract them.

3185
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

X. ARTIFICIAL INTELLIGENCE FOR CUSTOMERS

Just like the Internet has introduced many benefits from the consumer's point of view, such as
instant reviews and related product suggestions for quicker shopping time or customer service
personalisation AI goes a step further and provides new opportunities in marketing practice.
Analysis of the recorded examples of AI's use in marketing reveals a whole range of benefits
that AI offers consumers are:
• Due to enhanced shopping (e.g. automatic billing, higher quality search engines, 24/7
customer support), more convenient and quicker shopping times.
• New customer experience by mass-scale hyper-personalization, after-sales service
generating added value that goes beyond the basic product.
• A new aspect of the consumer-brand relationship generated by creating excitement and
joy reduced post-purchase dissonance by digitally checking the product, removing the category
learning process, and eventually taking advantage of optimising against other consumers.

XI. CONCLUSION
The research verified the use of AI in many business sectors. In marketing sector it appears to be
applied at the organizational level at present, typically as one-time programs or events. It may
arise from the fact that we are dealing with the first instances of the realistic implementation of
AI, and the businesses are careful to incorporate and experiment with this emerging technology.

AI in marketing appears to be applied at the organizational level at present, typically as

oneprograms or events. It can be attributed to the fact that we are dealing with the first
instances of the realistic implementation of AI, and businesses are careful to introduce and
experiment with this new technology. Such developments have an unquestionable effect on
marketing departments and organisations operations. Above all, it needs marketing
departments to incorporate new roles and skills, i.e. people with the right knowledge about AI,
data science and expertise in developing and implementing innovative solutions. This is also
about developing a new paradigm of collaboration with the organizations providing advanced
AI solutions and creating an impact of synergy with respect to AI and other functions.

REFERENCES
1.https://www.forbes.com/sites/louiscolumbus/2019/07/07/10-charts-that-will-change-your-
perspective-of-ai-in-marketing/amp/
2.Jordan, M. I., & Mitchell, T. M. (2015). Machine learning: Trends, perspectives, and
prospects. Science, 349(6245), 255-260. https://doi.org/10.1126/science.aaa8415
(PDF)Marketing and
ArtificialIntelligence.Availablefrom:https://www.researchgate.net/publiction/333671063_Mar
keting_and_Artificial_Intelligence[accessed Mar 18 2020].

3186
Turkish Journal of Computer and Mathematics Education Vol.12 No.14 (2021), 3180-3187
Research Article

3.How artificial intelligence will change the future of marketing,Thomas Davenport, Abhijit
Guha, […]TimnaBressgott ,Journal of the Academy of Marketing Science volume 48,
pages24–42(2020)
4.Bernard M (2018) The Amazing Ways Chinese Tech Giant Alibaba Uses Artificial
Intelligence And Machine Learning. Forbes Innovation Enterprise & Cloud.
https://www.forbes.com/sites/bernardmarr/2018/07/23/ Accessed 15 December 2018.
5.Murray S (2018) As Global Leader in Digital Transformation Market Research, IDC Reveals
Worldwide Digital Transformation Predictions. International Data Corporation (IDC).
https://www.idc.com/Accessed 17 January 2018.
6.DharV-(2016).The Future of Artificial Intelligence.BigData,4(1),5-
9,https://doi.org/10.1089/big.2016.29004.vda.
7.Tasman,L. (2017, December 3). Artificial Intelligence and the Future of
Programmatic,Advertising [Interview by D. Faggella]. Retrieved January, 2018, from
https://www.techemergence.com/ai-future-programmatic-advertising.

3187