AI-powered Digital Transformation: Tools, Benefits and Challenges for Marketers – Case Study of LPP

Edyta Gołąb-Andrzejak

doi:10.1016/j.procs.2023.01.305

AI-powered Digital Transformation: Tools, Benefits and Challenges for Marketers – Case Study of LPP

Abstract

The article aims to show the role (benefits and challenges) of AI-powered digital marketing tools for marketers in the age of digital transformation. The considerations were related to the Polish market and a case study of LPP, a Polish clothing retailer. The starting point for this study was the analysis of the literature on the concept of artificial intelligence (AI) with reference to digital marketing. In the next steps, the results of the research on the Polish market conducted by the Digital Poland Foundation and presented in the report entitled “State of Polish AI 2021” were reviewed, and an application case study of the largest Polish clothing company – LPP – was conducted. The study is of an introductory and exploratory nature. It recognises the significant role of AI in digital transformation in the context of digital marketing in the Polish market. The implementation of solutions based on artificial intelligence algorithms, such as the Google Cloud, analytical platform and data repository, e-commerce infrastructure, chatbot, Genesys PureCloud, Google Dialogflow and the AI-based function in the PSIwms Warehouse Management System in LPP’s distribution centre significantly improves the efficiency of online order processing without compromising the quality of products and order fulfilment time. By applying a case study analysis, the importance of AI-based tools in the digital transformation process, including digital marketing, in the Polish market was demonstrated. Marketers, including CMOs, were shown the benefits of applying AI-related technological solutions in the field of e-commerce optimisation and customer service.