In Naples, an increasing number of young university students are studying new technologies, including artificial intelligence. This is the case of Davide Fina, a young graduate student who, with his supervisor Teresa Marrone, presented a thesis entitled "The Impact of Artificial Intelligence on Digital Marketing" for the International and Innovation Management degree program at the Department of Management and Institutions at Federico II University.
The thesis analyzed the impact of artificial intelligence on digital marketing, highlighting how digital transformation has profoundly changed the relationship between businesses and consumers. The thesis's primary objective is to understand how AI is redefining marketing strategies, enabling more personalized, predictive, and data-driven communication.
Through models such as machine learning, neuromarketing, and marketing automation, companies can analyze vast amounts of information to anticipate customer needs, improving the customer experience and strengthening brand loyalty. The study also addresses the ethical and regulatory challenges associated with the use of artificial intelligence, including privacy, algorithm transparency, and the impact on employment.
The analysis is enriched by international case studies (BMW, Revolut, AstraZeneca, and Gucci) that demonstrate how AI is being used to innovate marketing, improve services, and create closer relationships with users. The thesis concludes that the future of marketing will be increasingly AI-driven, but will require a balance between technological innovation, ethical responsibility, and the creativity of the human experience.
The brilliant performance of the new graduate made his parents Lucio Fina and Valeria Coppola happy and proud, first and foremost.
I partially agree. I also believe that the course and the speaker were well-supported. The presentation was clear, but the statistical data were limited, and the chapter on neuromarketing seemed too abbreviated. I expect more practical cases and fewer generalizations; real-world applications should also be seen.
Interesting article on Davide's work, but I think that AI is not just a tool: it also needs ethics and controls, but companies have not understood it well, they talk about data but there is a lack of clear rules; the thesis seems good, but local examples are missing and the explanation is too theoretical, not very practical.