Reseña del libro "Artificial Intelligence in Contemporary Marketing (en Inglés)"
Artificial intelligence is changing marketing. The real question is whether you understand how to use it before your competitors do. Every search, purchase, click and customer interaction generates information. Artificial intelligence can analyse that information at a scale no human team could realistically achieve. It can identify patterns, anticipate behaviour, personalise experiences, generate content and support decisions in seconds. But access to AI is not the same as knowing how to use it strategically. In Artificial Intelligence in Contemporary Marketing, Dr Gaetano Lo Presti examines artificial intelligence not as another fashionable technology, but as a strategic instrument within the discipline of Contemporary Marketing. Following his UK Amazon bestselling book Contemporary Marketing: AI, Data Analysis, Neuroscience, Lo Presti focuses specifically on the artificial intelligence pillar of Contemporary Marketing, exploring what happens when computational intelligence, reliable data, behavioural understanding and human strategic judgement are brought together. This is not another collection of AI tools, prompts or temporary technological trends. It is a book about intelligence. Why can an organisation possess enormous quantities of customer data and still misunderstand its market? Why does automation not necessarily constitute artificial intelligence? How can businesses move from reporting what happened yesterday to anticipating what may happen tomorrow? Where should AI make decisions, and where must human judgement remain in control? Lo Presti takes the reader from machine learning, natural language processing, generative AI and computer vision to their strategic application across market research, consumer intelligence, predictive analytics, personalisation, customer experience, content creation, recommendation systems, campaign management and marketing performance. The book also confronts the questions that become more important as AI becomes more powerful: privacy, bias, discrimination, transparency, intellectual property, synthetic deception, accountability and responsible AI governance. Throughout the book, one principle remains fundamental: Artificial intelligence should strengthen human intelligence, not replace it. Algorithms can analyse. Models can predict. Machines can generate. But they cannot independently determine what an organisation should stand for, which relationships it should protect or which ethical boundaries it should respect. That responsibility remains human. This is where Contemporary Marketing provides a different perspective. Rather than treating AI as an isolated technological revolution, Lo Presti positions it within a broader discipline in which Artificial Intelligence, Data Analysis and Neuroscience work together to improve the understanding of markets, consumers and strategic decisions. For marketers, it means moving beyond intuition. For entrepreneurs, it means recognising opportunities hidden within information. For executives, it means understanding what AI can genuinely contribute before investing in systems that promise more than they deliver. For students and researchers, it offers a framework for examining how AI is transforming marketing. Artificial Intelligence in Contemporary Marketing explores how to do precisely that. The technology is already here. The competitive difference will come from understanding how to use it.
