This book explores the transformative impact of Artificial Intelligence (AI) on marketing theory and practice, offering a comprehensive examination of how AI technologies are reshaping customer engagement and value creation. With contributions from leading scholars and practitioners worldwide, this handbook delves into the intersection of AI, optimization, and marketing, providing readers with a thorough understanding of foundational concepts, emerging technologies, and practical applications.

Key topics include large language models, predictive analytics, customer journey optimization, responsible AI, algorithmic marketing, digital twins, and social media analytics. The chapters also address critical issues such as investment decision-making, sustainability, and strategic judgment in the age of generative AI. By highlighting both opportunities and challenges, this volume equips readers with the knowledge needed to navigate the evolving landscape of AI-driven marketing.

Ideal for researchers, practitioners, policymakers, and students, this book serves as an essential resource for those seeking to enhance their understanding of AI's role in marketing. Whether you're a seasoned professional or a curious learner, this handbook offers valuable insights into how AI and optimization techniques can lead to more effective, efficient, and responsible marketing decision-making.

The chapter "Choice without choosing: Algorithmic marketing and the illusion of consumer autonomy" is available open access under a Creative Commons 4.0 International License via link.springer.com.​

Dimitra Skandali is a Lecturer in Marketing and Digital Transformation at the University of Peloponnese and a Postdoctoral Researcher at the National and Kapodistrian University of Athens, Greece. Her research focuses on artificial intelligence, optimization, digital transformation, strategic communication, tourism marketing, consumer behavior, and responsible AI. She has authored numerous publications in leading international journals, serves on editorial boards, and actively contributes to international research collaborations, conferences, and interdisciplinary projects at the intersection of business, technology, tourism marketing and society.  

Panos M. Pardalos is Distinguished Professor in the Department of Industrial and Systems Engineering at the University of Florida, Gainesville, Florida, USA. He is internationally recognized for his pioneering contributions to optimization, operations research, artificial intelligence, and data science, and has authored and edited hundreds of books and scientific publications.

Marios Tsioufis is affiliated with the University of Peloponnese, Tripoli, Greece. He is a PhD candidate in Supply Chain Operations. His research interests focus on supply chain management, operations, and decision-making.