Computing Research Project: AI in Content Marketing for Big Brands

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Computing Research Project

TABLE OF CONTENTS
Introduction......................................................................................................................................1
LO1..................................................................................................................................................2
P1 Produce a research proposal that clearly defines a research question or hypothesis
supported by a literature review..................................................................................................2
P2 Examine appropriate research methods and approaches to primary and secondary research 6
LO2..................................................................................................................................................8
P3 Conduct primary and secondary research using appropriate methods for a computing
research project that consider costs, access and ethical issues....................................................8
P4 Apply appropriate analytical tools analyse research findings and data................................12
LO3................................................................................................................................................19
P5 Communicate research outcomes in an appropriate manner for the intended audience......19
LO4................................................................................................................................................20
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project...........................................................................................................20
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes. .21
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

Introduction
The traditional business approaches to understand the customer market, promote the sales and
engage the customers is being outdated with increasing changes in the technological
advancements. Artificial intelligence is reshaping the business practices to make market-aware
decision making in product and service management. The presented report will discuss the role
of artificial intelligence to generate content for product and service of big brands. It analyses on
the benefits and limitations of the technology for the customers as well as businesses and
discusses the application of technology for business to get quality data to add values in decision
making.
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LO1
P1 Produce a research proposal that clearly defines a research question or hypothesis supported
by a literature review
Research topic: “Role of AI in generating content for big brand products and services”
Research introduction or background: The research is based on analysing the role played by
Artificial Intelligence in the businesses to create their marketing content so that they can promote
big brands products and services in the market. With the help of this research, it becomes easy to
focus on the marketing efforts that are completed by machines rather than the human or
employees of the organisation (Smilansky, 2017). Artificial Intelligence helps to streamline the
process of marketing during the time of vast overload of the content.
Research aim: The research aim is to evaluate how devices can complete the marketing tasks
better than humans.
Research objectives:
 The research objective is to real-life identification research which is based on the AI and
how it will help to identify the market condition.
 The research objective is to assess the role of AI in virtual areas, social and business
 The research objective is to analyse the positive and negative impact of AI on the
generation of marketing content.
Research hypothesis or questions
1. How Artificial Intelligence helps big brand organisations to generate their marketing
content for promoting their products and services?
2. What role does AI play to conduct real-life research and how it will help the marketing
team of the organisations to analyse the current trends in the market?
3. How AI put an impact on the virtual areas, business and social sectors to connect with
the people?
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4. What are the positive and negative impact of AI while generating the content for the big
brand's products and services?
Literature review
Artificial Intelligence and its role in content marketing
According to Russell and Norvig, (2016), AI is the machine which has some capabilities through
which AI can associate with the mimic cognitive functions along with the human mind. Artificial
Intelligence in normal life is used for problem-solving and learning. AI also plays a vital and
significant role in generating the marketing content for the organisations who want to promote
and market their products and services for attracting the customers. With the help of AI, the
content of marketing can be spread worldwide every instantly. Posts on the blogs can be
promoted through hyper-focused web pages through which customers will get to know about the
new product in the market.
AI also create the personalised marketing content for the organisation that can be launched by
the organisation with the help of the various sites such as- Google, Facebook, YouTube etc. As
per He et al, (2017), AI help the big brands while generating marketing content as the machine
can automatically generate the content to simplify the stories like- new product reports, stock
updates and other information. The generated content can read by the customers who are written
by algorithm even without noticing the content. Custom news feed algorithms also show the role
of AI for a content generation because under this AI enables the social networks for customising
the user new feeds.
Role AI plays to conduct real-life research
AI also plays a vital role in conducting real-life research because, through machines, big brands
can conduct online interaction with their customers for analysing the actual expectations and
aspects of the market. As per Jiménez-Zarco et al (2019), Artificial Intelligence deploys chatbots
for interacting with the users. Chatbots as the computer programs which uses artificial
intelligence to imitate or mimic conversation with their users. Facebook messenger is the
chatbots for carrying out the quasi-conversations and through this; they provide answers of users
quires in real time.
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With the help of AI, the big brands can curate or create the marketing content through which
they can attract the customers towards their new product and services that they are launching in
the market. As per Hoang and Kauffman (2016), content creation is done when team or
individual consistently organise, finds, shares or annotates most relevant quality digital content
to target the market. BuzzSumo mainly helps the big brands with the researching about the
demand for the products and services in the market so that trending aspects can be analysed or
researched by them. The AI also helps the marketers for creating accurate content for the
targeted audience during stages of the marketing funnel, which help them to conduct real-life
research on a particular area of market and customers.
AI impact on the virtual areas, business and social
According to Chang (2018), AI not only help the organisations to create or generate their
marketing content but AI also help the big brands to get connected with the business, social and
virtual areas. AI impact on business is positive as it reduces the extra and additional human
efforts by overtaking the physical and mental work that they put during traditional marketing. AI
helps the organisation to easily get connected with the external world without wasting so much
of time.
According to Jones et al (2015), the overall impact of AI on the business and society is related to
easy communication and interaction which reduces the gap among the organisations and society.
Advancement of technology is promoted with the AI and the machines and that enhances the
scope of the marketing worldwide because this will help to connect with the people within 60
seconds. Applications can be accessed through AI that helps the organisations to promote their
product and services marketing content in the market.
The positive and negative impact of AI
As per Grace et al (2018), AI is the advancement of the technology that helps the organisations
to get connected with the market easily and spread the awareness about their ideas, concepts,
operations etc. Positive impact related to AI is directly connected with the reduction of human
efforts because machines work faster as compare to the human. The organisations are using AI to
create their marketing content and to promote their product and services in the market for
attracting the customers. With the help of applications that are covered in AI, they can
communicate with the customers and also take their suggestions or feedback.
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According to Bughin et.al (2018), AI has some negative impacts on business functions while
generating valuable content. AI is quite a bias as an AI algorithm is built by humans so they can
built-in bias that will create false or illegal information about the organisation. If the algorithms
of AI are building with the biases then data that is generated for big brands product and services
marketing may get fake or unethical. Due to AI the marketing team of organisation may loss
their experience or employment because machines reduce human efforts, but this will also reduce
the human capabilities.
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P2 Examine appropriate research methods and approaches to primary and secondary research
Research methodology covers the methods, tools and techniques that will be used in the research
to carry out the research. With the selection of the research methods, data collection method, data
analysis methods, sampling techniques etc. the researcher will get the proper direction to conduct
the research. Following is the research methodology that the researcher will use in this research
to analyse the role of AI for generating the marketing content for the bid brands product and
services:
Research method: Research methods cover three types of methods such as- quantitative,
qualitative and mixed research. By selecting the appropriate method the researcher can
effectively start and complete the research (Kumar, 2019). If the researcher wants theoretical
information then they can use a qualitative method, and if want numerical information then they
can select quantitative method. Addition to this, under this research the researcher wants both the
information so mixed research is selected for the research.
Research design: Research designs are used to create the set of the procedures and methods
which are used to create or analyse the measures of variables in problem research. Descriptive,
experimental and review are some of the research designs that can be considered by the
researcher in this research. As per this research requirement, the descriptive research design is
selected as it helps for describing the population and phenomenon characteristics that are being
studied by the researcher in this research (Flick, 2015).
Data collection method: Data will be collected to get accurate and reliable information about
the selected topic so that actual findings will be collected. The primary method is selected when
the researcher wants new information about the selected topic but when the researcher wants
information from already done research papers, and then they can select a secondary method for
data collection (Mackey and Gass, 2015). The researcher in this research wants to want both
types of information and data so for this both the data collections are selected under this
research.
Sampling technique: Sampling technique will be selected by the researcher to select the sample
size and respondents ton whom they ask the questions related to the research topic. There are
various types of sampling techniques such as- Systematic sampling, Simple random sampling,
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Quota sampling, Stratified sampling and Clustered sampling. The geographical area for this
research is quite large so for selecting the sample size, the researcher uses a random sampling
technique. With the help of simple random technique, the researcher can select respondents
randomly from the large population area.
Data analysis method: After collecting the research information by using the data collection
method the researcher wants to conduct the data analysis for actual research findings. For data
analysis in this research, the researcher use questionnaire instrument through which the graphical
presentation of the collected data has been conducted to get the accurate findings and
interpretation of the data (Silverman, 2016). The thematic approach has been conducted for
analysing the secondary data that is collected from the books and journals.
Research limitations: The research is conducted by the researcher and its team by proper
planning but sometimes there are certain kinds of limitations in the research which restrict the
research process. Under this research, the limitations are related to time and resources due to
which implementation of the research get restricted between the time and resources. To resolve
this type of limitations proper planning of the time management and resource utilisation is
required so that research can be completed within the specified duration and with the available
resources.
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LO2
P3 Conduct primary and secondary research using appropriate methods for a computing research
project that consider costs, access and ethical issues.
In the current research project, both primary and secondary research has conducted for
generating accurate and reliable findings of the research. in the primary research, the
questionnaire survey tool has used in which questionnaire will be prepared by involving
questions related to the role of Artificial Intelligence (AI) in generating content for big brand
products and services. The questionnaire survey will be conducted by asking questions to
randomly selected 40 respondents that will include marketing personnel and managers. while, in
the secondary research, theme approach has used in which data has collected from books and
journals.
Primary Research
Questionnaire survey
1. Is Artificial Intelligence (AI) is effective in conducting the real life research?
a) Yes
b) No
2. Is AI is effective in completing the tasks better than humans?
a) Yes
b) No
3. Do you have knowledge and understanding of the different roles of the AI in business,
social and virtual areas?
c) Yes
d) No
4. What are the roles of AI in the content marketing?
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a) Automatically generate content
b) Deploy Chatbots to interact with users
c) Customize users news feeds
d) Predicative intelligence
5. Is AI has both positive and negative impact on the business, social and virtual areas?
a) Yes
b) No
6. What are the positive impacts of the AI on the business and social areas?
a) Reduce extra human efforts and mental pressure
b) Connectivity with the external world
c) Interaction with organization and the society
d) Worldwide marketing
7. What are the negative impacts of the AI on the business and social areas?
a) Biasness leads to creation of false information
b) Problem of unemployment
Secondary Research
Theme 1: Artificial Intelligence
According to the Barr and Feigenbaum, (2014), artificial Intelligence can be defined as the
machines or computer system with capabilities that mimic cognitive functions associated with
the human mind most notably learning and problem solving. AI involves making computer
software, system and computer controlled robots that think like intelligent human think. In the
modern business world, the AI is replacing the use of traditional techniques and tools and needs
of human resources for performing various tasks and resolving critical problems efficiently and
quickly.
Theme 2: The role of AI in the content marketing
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According to the Kose and Sert, (2017), AI is playing crucial roles in conducting the content
marketing for big brands in the domestic as well as international markets. The AI is helping the
marketers of big bards to generate attractive content that can help in attracting large numbers of
customers by providing them necessary information and details about the products or services.
Computer programs such as Chatbots that involves the functions of AI which mimic
conversation with users. For example, the marketers of the big brands can also send promotional
content of the products or services on the Facebook messengers. Also customers can receive the
solutions to their various queries on Facebook messengers in real time.
AI is also helpful in customize the users news feed by enabling social sites such as Instagram,
Facebook and Twitter and hence users can see only those post which they are interested. This
feature of the AI helps the marketers of big brands to understand and analyze the content which
the visitors or users of social sites are searching and hence marketer can create content
accordingly to enhance the social engagement of users.AI also helps the marketers to predict the
needs and interest of customers so that content can be prepared accordingly for increasing their
engagement and getting better result in the near future.
Theme 3: The role of AI in conducting real life research
According to the Barr and Feigenbaum, (2014), the AI is also playing important role in
conducting the real life research with the help of computer systems and applications. The
marketers of big brands can interact with customers on online platform through social
networking sites and applications such as Chatbots and then can identify the expectations and
needs of customers in real time. The Chatbots application or computer program mimic
conversation with their users and provide solutions in real time. Also, Facebook messenger is
one of the examples of AI through which the big brads can make conversation or communicate
with customers and then can get their various queries related to the products or services and
hence provide solutions to those queries in real time. Therefore, these AI programs help the
marketers to conduct the real time market research for indentifying the expectations of customers
so that content can be prepared accordingly to get positive outcome.
Theme 4: The impact of AI on the business, social and virtual areas
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