Description
Artificial Intelligence in Marketing is a practical guide for marketers navigating the shift from generative to agentic AI. Drawing on forty years in the field, Mario P.E. Coletti traces AI’s evolution, demystifies its ecosystems, and shows how it reshapes customer experience, creativity and ethics. At its core is the Dialogic Framing Model (DFM), an original four-phase framework – Exploration, Ideation, Testing, Deployment – that replaces fixed problem statements with iterative, AI-assisted dialogue. Packed with real-world case studies (L’Oréal, Nike, Coca-Cola, Klarna and more), it equips marketing professionals and students with the method, not just the tools, to put AI to work on the problems that actually matter.
Acknowledgments
Prologue
1. Introduction to AI – History of AI (1943-2020) – Evolution of Modern AI (2020-2026)
2. Understanding AI
3. The AI Ecosystems
4. Marketing AI Principles
5. The Marketing AI Ps
6. AI and Customer Experience
7. Applying AI to Marketing Projects: The Dialogic Framing Model (DFM)
8. Agentic AI in Marketing
9. Ethics of Artificial Intelligence
10. AI for Marketing and Creativity
Glossary of Terms
References