Year: 2025
Type: conference-paper
Abstract: Integration of Artificial Intelligence has allowed marketing to evolve business strategies worldwide and through that Southeast Asia has experienced unique dynamics in this regard. This study aims to investigate the impacts of AI on marketing as well as AI’s relationship with its consumers and how it influences perspectives and customer behaviors amongst the region’s youth. As Southeast Asia itself is a diverse landscape with rapid digitalization, we can view AI as a tool for driving business growth through competitive advantages. Through this study, we explore the role of AI in marketing within South East Asia and gain understanding on how businesses integrate technology to achieve organizational objectives. Delving into attitudes and behaviors of consumers as well as entrepreneurs, this study uses a combination of qualitative research (through interviews) and secondary data to provide a comprehensive outlook on their transformative effects. Interview respondents consist of a mix between marketing experts and general consumers to get an understanding of the perspective of AI marketing both internally and externally. Findings indicate a steady future for AI in the region, making constant comparisons with advancements in the West and exhibits trends that underline Southeast Asia’s acceptance towards AI in marketing and other business objectives. The research aims to contribute a deeper understanding of AI’s role in shaping the future of marketing strategies and how it can transform business landscapes in Southeast Asia
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
Funder: Institut Teknologi Bandung
OpenAlex ID: W4413378390