Smart Marketing Based on Artificial Intelligence of Things (AIoT) and Blockchain and Evaluating Critical Success Factors

Abstract

The use of IoT and artificial intelligence (AI) technologies and blockchain technology in the marketing field is an emerging topic in the new digitization era. The chapter aims to create a conceptual framework that describes a marketing system's main stages and dimensions based on the artificial intelligence of things (AIoT) and blockchain and evaluates the critical success factors of implementing this marketing system. This research, at first, tried to identify the most important critical success factors in these smart systems by reviewing the literature and opinions of active experts, and in the next step, these indicators were evaluated using decision-making methodology. For this purpose, a fuzzy nonlinear evaluation method has been used to examine the priorities and relationships of success factors. The results show that technology-related success factors, such as the presence of technical infrastructure and technological maturity, play the most important roles in the proper functioning of marketing based on transformational technologies.