The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel ways of using AI techniques to derive innovative insights that can streamline marketing processes and make businesses more effective. The papers herein contribute not only to the advancement of knowledge and understanding surrounding the utilisation of AI in marketing but also play a crucial role in establishing a renewed and revitalised research agenda.

现有文献表明，人们对人工智能 (AI) 对营销策略、流程和实践的影响的研究越来越感兴趣。然而，需要进一步的研究来充分揭示其全部潜力及其对实际应用的影响。本期特刊的目的是“X 到 Z 营销中的下一个‘深度’事物：人工智能驱动的方法”，旨在探索下一个前沿领域并深入研究人工智能驱动营销的各个方面，揭示未来的发展趋势。可以塑造该领域未来的前沿研究和实践见解。它还专注于使用人工智能技术获得创新见解的新方法，从而简化营销流程并提高企业效率。本文的论文不仅有助于增进有关人工智能在营销中的应用的知识和理解，而且在建立更新和振兴的研究议程方面发挥着至关重要的作用。