This book offers a clear and insightful guide to the evolving role of AI in modern marketing. Synthesizing extensive research with high-level executive interviews, the author reveals how AI excels at personalization, automation, and data-driven optimization, yet remains constrained by its lack of emotion, intuition, and genuine understanding. Through compelling narrative examples, the text illustrates the transformative potential of AI alongside its ethical and strategic pitfalls, including the amplification of bias and the erosion of brand authenticity. Ultimately, the author argues that AI is not a replacement for human marketers but a catalyst that demands human creativity, empathy, and ethical judgment. This book provides leaders, practitioners, and scholars with a vital framework for harnessing AI responsibly to enhance performance while safeguarding core human values.

Jifeng Mu is the Founder of the Microfoundation Institute in Madison, Alabama, USA, and Professor of Marketing at Alabama A&M University, USA.  He has expertise in technology innovation, marketing analytics, and marketing strategy. He has published in various scholarly international journals, including Information Systems Research and The Journal of the Academy of Marketing Science. He has been ranked by entities such as ScholarGPS among the top 0.5% of researchers worldwide in the field.