“AI can change the way we connect with consumers”

In her research, WU Professor Siham El Kihal focuses on the application of AI in marketing. In the summer semester 2024, she also started teaching a course on this topic in the Master’s Degree Program in Marketing. We asked her in what ways AI could revolutionize marketing – and how she prepares students for this AI revolution.

WU Blog: In your research, you have specialized in AI in marketing. What fascinates you about this topic?

Siham El Kihal: AI offers innovative solutions to both classical and new marketing challenges using large datasets and advanced methodologies. This helps marketers obtain insights that cannot be obtained otherwise. AI methods have the capability of uncovering hidden patterns in consumer behavior and market trends, enhancing marketing efficiency and the consumer experience. The dynamic intersection of different areas that include technology, consumer psychology, and data science makes this an exciting field to research and teach.

WU Blog: In the last few months, we’ve heard a lot of talk about AI revolutionizing different sectors. Should we believe the hype? Can AI revolutionize marketing as well? 

Siham El Kihal: Even though AI is often surrounded by a lot of buzz, its potential to transform many sectors such as marketing remains impressive. AI can handle and analyze data much faster and more accurately than we can, which means that decision-making can be more efficient and effective. In marketing, AI can change the way we understand and connect with consumers, fine-tune campaign strategies, create content, and understand market trends.

WU Blog: What are typical use cases of AI in marketing? Which tools are especially promising?

Siham El Kihal: An important use case of AI is task automation. This includes posting on social media, email marketing, and customer service tasks. Another typical use case is the personalization of marketing campaigns, for example segmenting customers based on their interests, and sending targeted messages. For example, companies such as Netflix and Amazon are using AI to create a more user-centric customer experience by personalizing their recommendations based on customers’ previous behavior. Ad optimization and content creation are also very promising areas: We have already started observing changes in how ads are created and targeted.

For brands, the ultimate goal is to capture consumers’ attention and build a meaningful and strong connection between the brand and the consumer.

WU Blog: When it comes to generative AI, we’re already seeing first signs of consumer fatigue due to its omnipresence: Scrolling through Instagram or Facebook, we’re inundated with AI-generated images, and YouTube is already full of AI-generated videos with AI voiceovers. Could this become an issue when using generative AI for marketing purposes?

Siham El Kihal: Yes, this is for sure a valid concern that marketers need to consider carefully when creating content. For brands, the ultimate goal is to capture consumers’ attention and build a meaningful and strong connection between the brand and the consumer. However, when consumers become overwhelmed by the amount and type of content they are exposed to, this can lead to disengagement. Striking a healthy balance between efficiency in content creation and maintaining authenticity will become crucial for strengthening the links between brands and consumers.

WU Blog: What can students expect from your course on AI in marketing?

Siham El Kihal: The new course provides students with an understanding of how AI is revolutionizing marketing strategies and tactics, and it provides knowledge and skills that empower students to leverage AI tools and techniques effectively. Students also work on practical applications of AI in marketing, supported by real-world case studies and hands-on projects.

WU Blog: What are these case studies and hands-on projects about?

Siham El Kihal: They cover a wide range of topics. For example, students work on predictive analytics with AI to understand the potential of AI methodologies in this field. We also cover the fundamentals of neural networks and image analytics techniques for computer vision. Another important topic is text analytics and natural language processing, which has many applications in marketing. I also find it important for students to not only understand generative AI but also develop hands-on skills in using (Gen)AI tools and platforms in connection with marketing skills. However, it’s also crucial to analyze und evaluate the many ethical challenges and considerations associated with AI in marketing. We always have to critically assess the social implications of using AI.

WU Blog: How did the students react to your course?

Siham El Kihal: Many of them had been using ChatGPT or image generators before, but without really understanding the technology behind these tools. They were eager to learn more because they know that it will play a huge role in their future working environment. On the other hand, there is also a bit of insecurity or even fear about the future due to the disruptive potential of these technologies. I do my best to dispel these fears and give them the tools they need to embrace the changes that lie ahead of us.

WU Blog: You joined WU earlier this year. Now that you’ve settled in, what do you think makes WU special as a university?

Siham El Kihal: I’m very impressed by the excellent organization of the degree programs at WU. I was pleased to see that the university prioritizes providing innovative and state-of-the-art content to students, ensuring a strong connection between research and teaching. I was also very happy to see that the students in the marketing master’s program are highly engaged and interested in learning new tools, while also understanding how these methods work and can be applied to solving real problems.

You want to get to know more about WU’s Marketing Master program?

Do you want to use your creativity to create value for business and society? This practice-based marketing program gives you the analytical and creative skills you need to develop innovative marketing concepts and relevant business solutions. Apply now and find all information here.