Applications of Artificial Intelligence in Marketing: An Approach from the Patent Record

Artificial intelligence emerges as a disruptive technology with a significant impact on the field of marketing. The research question is as follows: What are the trends in patenting AI applications in marketing based on Patentscope records between January and August 2023? The specific objectives of the research are as follows: (i) identify patents available on Patentscope that involve the application of artificial intelligence in the field of marketing; (ii) describe specific applications of artificial intelligence in marketing through the analysis of patent applications registered on Patentscope during the mentioned period; (iii) classify the application sectors of patents that include the use of AI in marketing, based on Cooperative Patent Classification (CPC) and International Patent Classification (IPC) codes. The methodology selected for this study is of a mixed nature, with an exploratory-descriptive approach. It will focus on analyzing current trends and advances in the implementation of artificial intelligence in marketing, using primary information extracted from the full text of patents. The results obtained revealed various trends in patenting artificial intelligence applications in marketing. These include personalized advertising, optimization of the customer experience, prediction of user behavior, and automation of processes in marketing.