Apostolov Romanenko, Carolina2024-03-192024-03-192024-03-14https://hdl.handle.net/10115/31314Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Ana Pilar Vico BelmonteThis paper reviews the role of Artificial Intelligence in marketing strategy formulation and how companies must appropriately implement it in their processes, considering the technologies available in the market, the current trends, strategies, ethics and challenges.engArtificial IntelligenceMarketingMachine LearningAutomationMarketing Strategyinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess