AI Marketing Klausurvorbereitung Flashcards

A comprehensive set of practice flashcards covering the core concepts of AI in marketing, including AI definitions, analytics evolution, pricing strategies, psychological theories of human-AI interaction, and EU regulatory frameworks.

How is AI defined from the Rational Agent View?

A system that perceives its environment, decides on an action, and acts to maximize expected outcomes.

What characterizes the Functional (Modern AI) View?

The ability to learn from data, identify patterns, and improve performance over time.

What is the difference between Machine Learning (ML) and traditional coding?

ML systems learn statistical patterns from data instead of following explicit, hand-coded rules.

How many words are typically used to train Large Language Models (LLM) like GPT-4?

$$1\text{ trillion words}$$

State the four stages of marketing analytics maturity from oldest to newest.

1. Descriptive (What happened?); 2. Diagnostic (Why did it happen?); 3. Predictive (What will happen?); 4. Prescriptive (How can we make it happen?).

What are the two primary levers for increasing productivity with AI?

Effectiveness (Increasing Revenue) and Efficiency (Reducing Costs).

Which statistic illustrates Amazon's success with AI recommendations?

Its "Customers also bought" feature led to a $35\%$ growth.

Define the 'AI Cut' productivity gap as of 2024.

AI-competent firms reached a productivity index of nearly $190$, while non-users remained near $130$.

According to the 'Baby Steps' Matrix, which task is considered High Impact and Low-to-Moderate Effort?

Customer Potential Prediction or Churn Prediction.

How does Netflix use ML for churn prevention?

It uses data from $230\text{ million users}$ to provide personalized recommendations, estimated to prevent $\$1\text{ billion}$ in annual churn.

What is the formula for Click-Through Rate (CTR)?

$$CTR = \frac{\text{Total Clicks}}{\text{Total Impressions}} \times 100$$

What is the 'Transparency Disclosure Penalty' in AI advertising?

When consumers are informed an ad was AI-generated, the CTR drops by approximately $31.5\%$.

What is the Skill Equalization Effect regarding AI use?

AI raises the floor for lower-skilled employees (score gain of $+31\%$) significantly more than the ceiling for top performers ($+11\%$).

In the ABC Analysis of customer prioritization, what are the percentages for each category?

Category A (top $20\%$ generating $80\%$ revenue), Category B (next $30\%$), and Category C (bottom $50\%$).

Define 'Digital Twin' in a marketing context.

An LLM-based simulation of a specific individual, trained on deep survey/psychometric responses to predict responses to new products or ads.

What are the 4 root causes for the failure of Digital Twins?

1. Over rationality ("Too Smart"); 2. Inability to Unlearn Facts; 3. Political/Ideological Skew; 4. Institutional/Medical Trust Bias.

What is the difference between legacy Chatbots and Agentic AI?

Legacy bots are rule-based and provide information via static scripts, whereas Agentic AI has the agency to autonomously execute multi-step tasks like booking or payment.

List the 5 Pillars of Relationship Profitability in Customer Lifetime Value (CLV).

1. Base Profit; 2. Profit from Increased Purchases; 3. Profit from Reduced Operating Costs; 4. Profit from Referrals; 5. Profit from Price Premium.

What are the two dimensions of Mind Perception according to Gray et al. (2007)?

Agency (perceived capacity for planning and self-control) and Experience (perceived capacity to feel sensations and emotions).

What is Mori's Uncanny Valley Model?

A psychological curve showing that as an artificial entity becomes more human-like, affinity increases until subtle imperfections cause a sudden drop into revulsion.

Define the EU Digital Market Act (DMA) 'Prohibition of Self-Preferencing'.

Gatekeepers cannot exploit their dominant position to give their own services (like native AI) an unfair advantage over rivals.

What is the difference between Classification Trees and Regression Trees in churn prediction?

Classification Trees are used for categorical targets (Churn vs. No Churn), while Regression Trees are for continuous numeric values (spending amount).

Why is pricing considered the 'Sharp Sword' of profit management?

Due to its Investment Advantage (near zero cost), Time Advantage (instant impact), and Profit Advantage (small changes yield large net profit increases).

Describe the Skimming Strategy for new product pricing.

Setting a high initial entry price and gradually lowering it over time in sequential steps.

In Tucker's Price Triangle, what factors set the floor and ceiling for prices?

Costs set the absolute minimum (floor), while Customers and Competitors dictate the maximum (ceiling).

What is the formula for a linear demand function?

$x = a - b \times p$ ($x$ is quantity, $p$ is price, $a$ is saturation, $b$ is price sensitivity).

What is the formula for Price Elasticity of Demand (E)?

$$E = \left| \frac{dx}{dp} \times \frac{p}{x} \right|$$

Distinguish between Time-Based and Personalized Dynamic Pricing.

Time-Based changes prices for all customers simultaneously based on intervals, while Personalized varies prices for individuals based on individual characteristics.

Define 'Incidental Price Anchoring'.

Exposing consumers to high numbers in the environment (even if unrelated to the product) raises their internal reference price and willingness-to-pay (WTP).

What is 'Augmented Pricing' (Human-in-the-Loop)?

A setup where AI algorithms generate price recommendations, but human sales reps retain final authority to adjust or execute the deal.

What are the four long-horizon challenges identified in the CEO-Bench benchmark?

1. Long Horizons under Uncertainty; 2. Noisy Information Acquisition; 3. A Changing World; 4. Coupled System (interacting moving parts).

What are 'Synthetic Consumers' in concept testing?

Prompting LLMs with demographic/psychographic personas to rate willingness-to-pay or choose between products as a cheap pre-screening tool.