Prelims

Marketing Intelligence, Part B

Marketing Intelligence, Part B: AI, Trust, and Innovation in the Modern Business Landscape

Edited by

Mudita Sinha

Christ University, India

Arabinda Bhandari

Sarala Birla University, India

Samant Shant Priya

Lal Bahadur Shastri Institute of Management, India

And

Sajal Kabiraj

LAB University of Applied Sciences, Finland

United Kingdom – North America – Japan – India – Malaysia – China

Emerald Publishing Limited

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First edition 2025

Editorial matter and selection © 2025 Mudita Sinha, Arabinda Bhandari, Samant Shant Priya and Sajal Kabiraj.

Individual chapters © 2025 The authors.

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ISBN: 978-1-83662-561-2 (Print)

ISBN: 978-1-83662-560-5 (Online)

ISBN: 978-1-83662-562-9 (Epub)

Dr Mudita Sinha is an accomplished Associate Professor at CHRIST (Deemed to be University) in Bangalore, bringing over 12 years of experience in academia, research and the industry. Her expertise spans market research, customer satisfaction, industrial R&D and international sales. She has a distinguished record of achievements, including filing patents on cybersecurity and business analytics, organizing significant academic conferences and conducting specialized workshops. Dr Sinha has held various academic positions at prominent institutions such as Dayanand Sagar Business Academy and ITM Business School. She earned her PhD from CSJM University in Kanpur, India, focusing on post-harvest management and marketing of medicinal plant products. Additionally, she holds a PGDM and Master's in Marketing Management degree from Pune University. Dr Sinha is a prolific researcher, contributing extensively to journals and conferences on augmented reality in marketing, AI in e-learning and sustainable practices in the hospitality industry. She has edited several influential books, including Future of Customer Engagement Through Marketing Intelligence, Improving Service Quality and Customer Engagement With Marketing Intelligence and HR Analytics in an Era of Rapid Automation, both published by IGI Global. Her dedication to education and research is reflected in her numerous publications and active participation in various international academic forums.

Dr Arabinda Bhandari is currently working as an Associate Professor at the Faculty of Commerce and Management at Sarala Birla University, India. He received his PGCBM from XLRI, Jamshedpur, and PhD in Strategic Management from Ranchi University, Ranchi, in 2006. He has more than 24 years of experience in academics and industry, prominently working with Presidency University, Bangalore, and various leadership positions in Dr Reddy's, Hyderabad, India. Dr Bhandari has written several case studies, many research papers and book chapters in ABDC and Scopus-indexed journals and books published by Sage, Interscience, Springer IGI global, etc. His areas of interest include advanced strategic management and its application in the international market. He is an Author of Strategic Management: A Conceptual Framework from McGraw Hill Education, Asia, he has edited several influential books, including Future of Customer Engagement Through Marketing Intelligence and Improving Service Quality and Customer Engagement with Marketing Intelligence, both published by IGI Global. He is a six-sigma green belt certified professional and reviewer of Business and Retail Management Research – A Scopus-indexed journal from London. International Journal of Scientific Research and Publication, International Journal Publisher (Editorial Board Member), Washington, DC 20024, USA, Academy of Management and Journal of Applied Research in Higher Education – an Emerald publication, UK. The International Journal of Management Education (Elsevier) and Energy Strategy Reviews (Elsevier). His academic work has been cited by a leading journal like the European Journal of Management and many leading universities like Massachusetts Institute of Technology (MIT), Cambridge, USA. He is a member of the Strategic Management Society (USA) and a National Advisory Council Member in the International Chamber of Professional Education and Industry, New Delhi, India, and Hon. Advisory Board Member in the South Asian Institute for Advanced Research and Development Research Council. He is deeply interested in north Indian classical music and is an amateur Mohan Veena instrument player.

Samant Shant Priya is an accomplished academic and industry professional with over two decades of experience. He holds a PhD from the Department of Management Studies at Maulana Azad National Institute of Technology, Bhopal, and an MBA with distinction from Bharati Vidyapeeth. Since September 2015, he has been an Associate Professor of Marketing at Lal Bahadur Shastri Institute of Management (LBSIM), New Delhi, where he chairs the PGDM (General) programme and heads the international relations, as well. Previously, he was the Associate Professor and HOD of MBA and Marketing at SIBACA, Lonavala, and an Assistant Professor at Bharati Vidyapeeth University, New Delhi. Dr Priya has published papers, including those in ABDC-listed, Scopus-indexed and WOS journals. His research has appeared in prestigious journals like Environmental Science and Pollution Research and Benchmarking: An International Journal, International Journal of Emerging Markets. Additionally, he has authored a book on E-retailing and co-edited two books, with two more currently in progress. Beyond academia, Dr Priya has significant corporate experience, having worked as an Area Sales Manager and Professional Service Representative in the logistics and pharmaceutical sectors. His teaching and research expertise includes Services Marketing, Strategic Brand Management and Digital Marketing.

Sajal Kabiraj specializes in strategic management consulting and innovation-based market research studies. He has strong international practice area and research experience in multinational corporations. Dr Kabiraj currently teaches at the Faculty of Business and Hospitality Management at LAB University of Applied Sciences, Finland. Through his teaching career in China as a tenured Full Professor and elsewhere, he has been awarded the Best Teacher Awards in 2008, 2011, 2014 and 2018 for academic research and teaching excellence. His research interests lie in strategy, sustainability, innovation, entrepreneurship and international business. Sajal's research focuses on the question of how companies, in collaboration with other societal actors, can contribute to sustainable development as defined in the UN Sustainable Development Goals (SDGs). He works together closely with practitioners from various industries to find answers to questions of practical and academic relevance. His research is characterized by a quantitative-empirical approach. In addition to active publishing, he likes to be active in collaboration with companies and other societal stakeholders and create societal impact. Sajal received the Outstanding Contribution Award for Research and Teaching from Dongbei University of Finance and Economics, Dalian, PR China in 2018. He has been awarded the highest honour to foreign experts ‘Xinghai Friendship Award 2015’ by the Mayor of Dalian City, Dalian Municipal Government, PR China. He has supervised theses at the postgraduate level, including MBA, MSc and Doctoral students.

Haitham M. Alzoubi is a Professor at the Skyline University College, UAE. He has been in the academic field since 2002. He holds a PhD in Management. His research interests lie in the area of operations management, quantitative management, supply chain management, human resources and information systems as well as e-supply chain management. He has served on roughly 40 research papers as well as conferences and academic committees. Besides that, Dr Haitham is the author to seven books and attended tens of training courses. He has a professional experience as a human resources consultant with big companies for the last six years.

Nasima M. H. Carrim is an Associate Professor in Human Resource Management at the University of Pretoria. With extensive expertise spanning from administrative roles in the City of Tshwane Municipality to academia, Carrim holds a PhD in Industrial and Organizational Psychology. Since her appointment in 2008, she's excelled in teaching diverse courses at various academic levels, focusing on Performance and Diversity Management. Her commitment extends beyond the classroom, delivering pedagogic courses and workshops, emphasizing workplace ethics, conflict resolution and women's challenges in industry. Carrim's impactful mentorship and dedication to education define her illustrious career.

Samriddha D. P. is currently pursuing Bachelor of Commerce in Finance and Accountancy in the Department of Professional Studies at Christ (Deemed to be University), Bangalore, India. Aspiring to become a Chartered Accountant, she is dedicated to her Academic and Professional growth. Ms Samriddha is an emerging researcher with a profound passion for advancing knowledge in the fields of Commerce, Finance, Accountancy, Marketing, Management and Fintech. She has published two research papers in UGC-approved leading national journals. Her papers focus on Corporate Greenwashing and Fintech. She presented two papers at an ICSSR-sponsored national conference and got one best paper award for a research paper on the topic ‘Greenwashing Won't Wash’. Dedicated to academic excellence and professional growth, Ms Samriddha is committed to contributing valuable insights to the academic community and the finance, commerce and corporate industry.

Shimmy Francis is a PhD research scholar in Management, School of Business and Management, CHRIST (Deemed to be) University Bangalore, India. Her research interest is in employer branding, human recourse management and organization behaviour. She has published a patent for developing a new concept: Employee Stickiness: A Conceptual Framework. She has published three book chapters and three journal articles in journals.

V. Gajapathy has successfully experienced projects in blockchain and analytics. He worked in NFT Project in Ethereum using ERC20 Token and in a Predictive Classification ML Model in abandoning the cancer treatment. He is involved in blockchain projects for insurance claims processing, trade finance and vehicle lifecycle management and ML projects in financial analytics. His research interest is around blockchain, crypto, business analytics, NLP and financial machine learning. He holds two patents and published several research papers including ABDC and Scopus. Gajapathy is an alumni of IIM, Kolkata, IIIT Hyderabad and Dr Ambedkar Law University, Chennai. He holds Postgraduation in Economics (Inequality) and Management Studies (Systems and Finance). He is a keynote speaker who conducts workshops, trainings, FDPs, conferences, etc. His doctorate is on Enterprise Risk Management. He worked with Metlife, Royal Sundaram, St Joseph's College, and currently works as Executive Director, Inquo, Bengaluru. He is a fun lover, incisive learner and loves poems and lives in Bengaluru.

Abhra Ghosh has 16 years of rich experience in corporate and academia. He had completed his MBA from Madurai Kamaraj University and subsequently Postgraduation in Data Science and Business Analytics from IIM, Nagpur. He is also a Google Certified Data Analytics Professional and Microsoft Certified Business Intelligence Professional. In his past assignments, he has worked across functions of marketing, business excellence and training. In his present occupation, he is an Industry Speaker, Author, Business Analyst, R&D Consultant, Social Media Analytics Researcher, Corporate Mentor and Start-Up Coach. He is also associated as an Adjunct Professor of Business Analytics and Quantitative Research at University of Leicester, England. He is also the author of original research articles published in multiple indexed journals. Currently, he is pursuing a PhD in Digital Marketing from ICFAI University Jharkhand. His primary areas of research and authoring interests include business analytics, quantitative research, social media analytics, social media mining and digital marketing.

Syed Aboe Iltaf is an Assistant Professor of Business Analytics in Apex Institute of Technology in Chandigarh University. He is an associate member of the Institution of Engineers, India and Soft Computing Research Society. His research topics include algorithms, machine learning, deep learning and soft computing. He has also worked as a Data Scientist for one and half year before joining Chandigarh University.

Mridanish Jha (PhD, UGC NET, MBA) is an Associate Professor at ICFAI University Ranchi and an alumni of Birla Institute of Technology, MESRA Ranchi. He is UGC NET qualified in Management. He has close to two decades of experience in corporate and academics. He has published research papers in Scopus, Spger, ABDC and UGC Care-indexed journals. He is the reviewer and editorial board member of a refereed international journal. So far two scholars have been awarded PhD in Management under his guidance He has presented research papers at national and international conferences which include prestigious institutes like IIMBG, MDI, KIIT, BIT, CUJ, Pune University, NUSRL, etc. His research interests include rural marketing, consumer behaviour, marketing strategy, digital marketing and sustainable business. He has a passion for teaching and engaging with students. Currently, he is working as the HOD of MBA Programme and the Deputy Director of IQAC at ICFAI University Jharkhand.

Shanmugan Joghee is a Professor of Marketing and a Discipline Leader of Marketing Department at School of Business, Skyline University College, Sharjah, United Arab Emirates. He holds an MBA in Marketing and Systems, PhD in Business Administration (Marketing) and GMP (IIM-A). Dr Shanmugan Joghee received Decadal Award (2021–2022), Overall Academic Excellence award winner for the academic year 2014–2015 and Excellence in Teaching award for the academic year 2019–2020 at Skyline University College. His research interests are branding, consumer behaviour, digital marketing, marketing information, business economics and entrepreneurial marketing. His papers appeared in Journal of Brand Management (SSCI), International Journal of Sustainable Society, International Journal of Business Perspectives, Journal of Business Economics and Management, European Journal of Business Management, International Journal of Financial Studies, etc. to name a few.

Twinkle Sara Joseph, a doctoral student at the Department of Media Studies, CHRIST (Deemed to be University), Bengaluru, Karnataka, is deeply committed to her research. Her focus on leveraging virtual reality to enhance communication skills training is a testament to her dedication. With over 3.5 years of pedagogical involvement, she has made significant contributions as a teaching assistant within her department. Her professional journey also includes a noteworthy tenure of 1.5 years as an Assistant Professor. In 2023, her academic excellence was recognized through the award of the ICSSR doctoral fellowship. Twinkle's keen interest in virtual reality technologies, immersive media, hybrid educational technologies and social media is further evidenced by her role in projects funded by the Indian Council of Social Science Research (ICSSR). Her venture into the literary world as an author with her book Women and Social Media, published by Winco Books in 2021, further underscores her dedication to exploring the intersections of gender, technology and societal norms. Twinkle's contributions to scholarly discourse and practical applications in educational technology and digital communication are a testament to her academic abilities.

Sathyanarayana K. is an accomplished educator and industry expert with over 24 years of combined experience in financial services and academia. He currently serves as the Programme Head for Management programs at Jain Online, where he leverages his deep expertise to shape the next generation of business leaders. Dr Sathyanarayana holds an MBA in Finance and a PhD in Management. His career spans 12 years in financial services, where he held key managerial positions at Geojit and Indiabulls and served as the Vice President at JM Financial. His areas of specialization include investment management, risk management and financial planning. In addition to his industry experience, Dr Sathyanarayana has dedicated 12 years to academia, teaching MBA and PGDM students. He is a seasoned Stock Market Trainer and Online Educator, known for his ability to translate complex financial concepts into practical knowledge.

Devarajanayaka Kalenahalli is an Assistant Professor, College of Business, University of Buraimi Sultanate of Oman, Oman. He has work experience, including 9 years in academics. He has 13 citations and 2 h-Index. He has published 22 research papers in Scopus, Web of Science, UGC-CARE and UGC-approved and leading international journals, and 11 have presented papers at national and international conferences. He has taught corporate governance, international business and research interests, including corporate governance and corporate financial reporting.

Biju Kunnumpurath is a passionate, resourceful educationist and creative professional holding a PhD degree from Christ University, with practical and academic accolades to outshine in education. Focused and hardworking with immense knowledge, experience and understanding gained predominantly in the areas of technology integration prevailing in the fields of education and media communication, virtual reality, augmented reality, digital media marketing, designing books, magazines and websites, providing faculty training and to add on to the accomplishments, the founder of Media Meet (A national-level annual media conference at Christ University), Media Conclave (A forum for academic-industry collaborations), Transtalkies (Campus film club), COMMIX (Campus Newsletter), Decibel (Online Radio), 30M Training and Consultancy. Dr Biju is an expert in immersive media technologies, especially in AR and VR, contributing to collaborations and research widely in the area. Dr Biju started a virtual reality and ATMOS lab in 2021 and launched the university's Centre for Digital Learning in 2024.

Mohammed Majeed (DBA, CBC, CGBA) is a Senior Lecturer (PhD) at Tamale Technical University, Tamale-Ghana. He has served as the Head of Logistics and Procurement Management as well as Marketing Departments. His current research interest includes branding, co-creation, green and digital marketing. Majeed holds Doctor of Business Administration (DBA), Certified Business Analyst and Consultant (ICBAC), MPhil and MBA Marketing. Majeed has published with good publishers such as Emerald, Taylor & Francis, Apply Academic Press, Asia-Pacific Management Accounting Association, Springer and Palgrave McMillan.

Thirupathi Manickam, MCom, MPhil, BEd, TN-SET, KSET, PhD, is working as an Assistant Professor in the Department of Professional Studies at Christ (Deemed to Be University), Bangalore. It is one of the leading institutions in Bangalore, Karnataka, and the institution is accredited by NIRF, NBA and NAAC accredited universities. He has more than 8 years of teaching and research experience. He has 85 citations and 4 h-Index. He has published 32 research papers in Scopus, Web of Science, UGC-CARE and UGC-approved and leading international journals, and 11 have presented papers at national and international conferences. He has also participated in over 50 seminars, conferences, FDP and workshops at the national and international levels. His areas of expertise are financial accounting, corporate accounting, financial management, management accounting, taxation, digital marketing and technology management.

Juhani Merilehto is a doctoral researcher of Administrative Sciences at the School of Management, University of Vaasa, Finland. Merilehto holds an MSc in Information Systems, an MSc in Cognitive Science and an MSc in Security and Strategic Analysis. His research interests focus on organizational cognition, artificial intelligence in organizations and strategic studies. He is currently employed at the Jyväskylä University of Applied Sciences, School of Social and Health Studies, as a specialist in Data and Statistics.

Priyakrushna Mohanty is an Assistant Professor at the Department of Business Administration, Christ University, Bengaluru. Holding a PhD in Tourism Studies from Pondicherry University, where he was a UGC Senior Research Fellow, Dr Mohanty is a recipient of the prestigious Travel Corporation (India) Gold Medal for his Master's in Tourism Studies. His academic qualifications extend to MCom in Finance and PG Diplomas in Rural Development, Research Methodology and Teaching Skills. With prior industry experience at Indian Railway Catering and Tourism Corporation Ltd., he brings a practical perspective to his role. A prolific researcher, Dr Mohanty has authored over 40 publications and co-edited five books with renowned publishers such as Routledge, Emerald, Springer Nature and CABI. His research interests encompass research methodology, tourism sustainability, livelihood, events tourism, e-tourism and gender issues in tourism development.

Kritika Pancholi is an Assistant Professor at Narayana Business School. In addition to her academic pursuits, Ms Pancholi brings a wealth of corporate experience from her time in the banking, finance and telecom sectors. Her professional journey in these industries has endowed her with a practical understanding of financial dynamics and customer behaviour, enriching her research in Behavioural Finance. Beyond her corporate and academic endeavours, Ms Pancholi has been a passionate content writer for over a decade. Her writing skills and diverse professional background enable her to communicate complex financial concepts with clarity and insight. Influenced by her multifaceted career, her research offers a unique perspective on how psychological factors affect financial decision-making, contributing significantly to the field.

Dinesh Poudel is a strategic management scholar at the Jyväskylä School of Business and Economics in Finland and a Senior Lecturer at HAMK School of Business, Design and Technology. His research centres on the intersection of strategy, cognition and sensemaking in organizational contexts. Dinesh explores how managers navigate complex business environments, focusing on cognitive processes in strategic thinking and practice. His work also examines the impact of emerging technologies on management, investigating how digital tools shape strategic processes in organizations.

Swamynathan Ramakrishnan has a PhD in Business Management Studies from Bharathiar University, India, and is an expert in the field of marketing and supply chain. Dr. Swamynathan is currently serving in Amity Business School, Amity University, Dubai, UAE. Seasoned with 25 years of academic experience, Dr Swamynathan has 50 publications in high-indexed journals, six case studies, seven book chapters and eight IEEE-indexed conference. He has guided and awarded PhD to seven scholars under Anna University, Chennai, India, during his tenure. He is also a consultant for SMEs in the area of market potential assessment. During his tenure in PSG College of Technology, Coimbatore, India, Dr Swamynathan was the Programme Leader to the US–India MBA programme – University of Toledo MBA and PGDM.

Sangeetha Rangasamy is currently working as an Associate Professor of Management in CHRIST (Deemed to be University), Bengaluru, India. Her research interests and publications are in the fields of banking, stock market and econometrics. She has done a major research project on, ‘Financial Literacy and Investment Behaviour of Middle-Class Families in Karnataka’ which is funded by CHRIST Deemed to be University. Since 2016, she actively supported the Statistics Department of RBI to build their quantitative database for primary survey with households, firms and MSME. She successfully guided two MPhil Scholars and is currently guiding four PhD Scholars. She has published 28 research papers in national and international peer-reviewed journals.

Vikas Sharma is an Associate Professor at the University School of Business at Chandigarh University. His academic journey includes a specialized Master's in Business Administration (MBA) focusing on Finance, followed by a PhD in Management concentrated on Finance and Accounting. With a cumulative experience of 15 years in academia and professional spheres, he possess a robust understanding and proficiency in his field. His contributions encompass impactful research publications, showcasing his dedication to generating insightful content. In addition to his academic endeavours, he has cultivated competencies in administrative support and adeptly handling data analysis. He is actively pursuing an engaging opportunity within the finance sector to apply further and expand upon his expertise and capabilities.

Parag Shukla is an Assistant Professor in Commerce at Maharaja Sayajirao University of Baroda, India, specializing in Marketing Management. He earned his Bachelor's and Master's degrees from the same university, focusing on Marketing Management. Dr Shukla's research centres on retailing, and he has a background in content analysis within the television and media research industry. He teaches management courses at various levels and has published extensively in national and international journals and conferences. His current research project is titled ‘An Empirical Investigation of Experiential Value vis-a-vis Usage Attitude of Selected Mobile Shoppers in Gujarat’. Dr Shukla is notable for receiving the Silver Medal at the 68th International All India Commerce Conference for his research, earning the Best Business Academic of the Year Award, a significant recognition in Indian Education and Retail Industry.

Tejinder Singh holds a PhD in Equity Derivatives segment. A seasoned professional with over 21 years of comprehensive experience in academia and industry (BFSI domain), adept at merging theoretical knowledge with practical insights. Currently serving as an Assistant Professor at Chandigarh University, specializing in Banking and Finance for UG/PG classes. Empanelled as a Market Analyst with SEBI.

Kannan Subramani is an Assistant Professor at the Central Institute of Educational Technology (CIET) in New Delhi. He works under the National Council of Educational Research and Training (NCERT). Dr Kannan is well-regarded for his expertise in academia and multimedia. He holds a PhD in Journalism and Mass Communication from Periyar University. His areas of expertise include non-linear editing, picture manipulation, 3D modelling and immersive technologies such as virtual reality (VR), augmented reality (AR), mixed reality (MR) and 360-degree photography. Dr Kannan has made significant scholarly contributions and has published extensively in national and international journals. Dr Kannan has led AR and VR projects, employing tools like Unity and Aero to develop educational experiences that fully engage the senses. He has undertaken initiatives using virtual reality (VR) photography, 360-degree filming and interactive multimedia material that increase learning and engagement.

Ravi V. is working as an Assistant Professor in the Department of Professional Studies at Christ (Deemed to be University), Bangalore, India. Dr Ravi has 15 years of teaching experience in Accounting and Finance subjects at various affiliated colleges at different capacities. The research areas are accounts, finance and social issues. Two international certification on conference and FDP have been attended during 2017–19 at Asia pacific and Cyberjaya University, Malaysia, also published research papers in various national and international journals along with one patent publication on impact of insurance company's contribution towards the growth of SMEs.

Khushi Vasudev is a BBA Honours student with a Marketing specialization at Christ University, deeply passionate about research and the transformative potential of technology. As the founder and president of her university's tech club, she aims to make technology accessible and educate others on its potential. Khushi's interests span from classic paintings to start-ups, reflecting her diverse and multifaceted approach to life. Driven by a mission to positively impact lives through technology, she is dedicated to exploring innovative solutions that bridge gaps and enhance everyday experiences.

Consumer behaviour in the age of digital transformation has undergone a significant revolution. With the help of digital technology adaptation like AI and ML, consumers can access a wealth of information and choices. This transformation has revolutionized the customer brand and service interaction. As the customer can access abundant information at their fingertips, they can easily search and research product information, review information, price, etc., to make a purchase decision. The digital era has significantly changed online shopping, and eCommerce platforms have engaged customers with more personalized experiences. Personalization goes beyond addressing the customer by name; it experiences product recommendations, identification of the right content and identification of products based on previous search history and purchase, which helps to enhance customer satisfaction and make loyal customers for an organization. Establishing a strong online presence is crucial for reaching and engaging digital consumers. This includes creating a user-friendly website, optimizing it for search engines (SEO) and utilizing social media platforms to connect with the target audience. With the rise of online shopping, businesses should consider integrating eCommerce into their operations. Setting up an online store enables customers to browse and purchase products at any time conveniently. Offering secure payment options and a seamless checkout process enhances the customer experience and encourages repeat purchases. Social media platforms provide an excellent opportunity for businesses to connect directly with their target audience. Developing a comprehensive social media strategy involves identifying the platforms most relevant to the business and its target market, creating engaging content and actively interacting with followers. Leveraging social media advertising and influencer collaborations can further amplify brand visibility and reach. Personalization is key to enhancing the customer experience in the digital age. Utilize data and customer profiles to deliver personalized recommendations, targeted offers and relevant content. Personalization extends beyond product recommendations, including personalized email marketing campaigns, customized landing pages and tailored customer support experiences. By analyzing data from website analytics, social media metrics and customer interactions, businesses can identify patterns, trends, and areas for improvement. This data-driven approach helps make informed decisions and tailor marketing strategies to meet consumer needs effectively. Nowadays, many B2B and B2C models largely utilize AI to personalize interaction with clients to get a much more impactful outcome than social platforms. In the retail industry, the application of AI and ML is much more and provides the user with a tailored recommendation in the right way. Natural language processing (NLP), predictive analytics and algorithms are used to extract user context from brand data. Most consumers think AI will improve their lives by solving complex problems, while others think AI will make it more difficult for them to obtain employment. The book Marketing Intelligence, Part B: AI, Trust, and Innovation in the Modern Business Landscape aims to provide a comprehensive guide for marketing professionals and businesses to navigate the digital landscape and stay ahead of the competition. One of the book's key themes is gathering, analyzing, and using data to inform marketing decisions. The book has explained how to collect data, including using technology such as AI and machine learning, and how to make sense of the data to drive marketing strategies. This book has provided the best practices for building a marketing strategy centred on customers; needs and preferences. The book will also guide how to align the marketing strategy with overall business goals while addressing the ethical and privacy concerns surrounding the collection and use of customer data. In summary, the book has provided a practical and up-to-date guide for marketing professionals, business owners and students studying marketing. It will provide a comprehensive overview of the impact of digitalization on marketing and provide practical advice on how to harness the power of digitalization to create effective marketing strategies that deliver results. This book is distinctive in several ways, like written in the context of the latest developments in the field of digital marketing with a practical approach, with up-to-date information, which makes this book a unique one and a valuable resource for anyone interested in staying ahead in the rapidly changing digital landscape.