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The term “artificial intelligence” (AI) refers to the process of recreating human intelligence in computers through computer programming, which allows machines to learn, reason, and make decisions in the same way that humans do. The application of artificial intelligence in marketing enables the automation of activities, the enhancement of consumer experiences, and the personalization of content. Artificial intelligence is capable of processing massive volumes of data in ways that humans simply cannot. The ultimate goal of artificial intelligence is to achieve a level of competence comparable to that of human beings in areas such as pattern recognition, decision making, and evaluation.

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