Leveraging the potential of Artificial Intelligence and Machine Learning in a business context: a study on marketing models

This thesis explores the potential of artificial intelligence and machine learning technologies and their application in business context. The research investigates in particular how AI can be utilized to improve decision making in corporations. Specifically, this thesis examines the use of AI algorithms for optimizing budget allocation in marketing mix models presenting a use case. The findings of this thesis demonstrate the significant potential of AI to improve business performance and efficiency. The research aims to provide insights into how organizations can effectively implement AI to achieve their strategic goals and to drive business growth.