The rise of digital technologies has revolutionized industries, shifting marketing from transactional to relational approaches, emphasizing customer relationships. This transition to digital marketing necessitates businesses to undergo digital transformations. This study explores the impact of Artificial Intelligence (AI) on digital marketing through a case study focusing on developing an AI-Virtual Assistant facilitating communication between small and medium-sized enterprises and customers. The research encompasses several key components: (1) an examination of the scientific literature on digital marketing and various strategies employed to create effective campaigns, including Inbound Marketing, and Interactive Marketing; (2) a tailored exploration of digital marketing within the agri-food sector; and (3) the definition and significance of functional foods. Findings introduce an AI- Virtual Assistant for digital marketing designed to (1) analyze consumer behavior patterns to assist sector companies in guiding market decisions and (2) engage users through interactive channels, offering insights into product quality and attributes. The results allow to understand how AI-based technologies can impact on digital marketing strategy. The originality of the study lies in the defining of an AI-Virtual Assistant according to literature review and customer needs.
Defining an AI-Virtual Assistant for Increasing Customer Interaction in Digital Marketing: A Case Study in Agrifood Sector
Passiante G.;
2026-01-01
Abstract
The rise of digital technologies has revolutionized industries, shifting marketing from transactional to relational approaches, emphasizing customer relationships. This transition to digital marketing necessitates businesses to undergo digital transformations. This study explores the impact of Artificial Intelligence (AI) on digital marketing through a case study focusing on developing an AI-Virtual Assistant facilitating communication between small and medium-sized enterprises and customers. The research encompasses several key components: (1) an examination of the scientific literature on digital marketing and various strategies employed to create effective campaigns, including Inbound Marketing, and Interactive Marketing; (2) a tailored exploration of digital marketing within the agri-food sector; and (3) the definition and significance of functional foods. Findings introduce an AI- Virtual Assistant for digital marketing designed to (1) analyze consumer behavior patterns to assist sector companies in guiding market decisions and (2) engage users through interactive channels, offering insights into product quality and attributes. The results allow to understand how AI-based technologies can impact on digital marketing strategy. The originality of the study lies in the defining of an AI-Virtual Assistant according to literature review and customer needs.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
