Potential of Facebook’s artificial intelligence for marketing

Abstract

Due to the Corona pandemic and the age of digitization, online food platforms have become more and more important. Therefore, the trend to buy food online is increasing. Nevertheless, many direct sellers and especially conventional farmers are not familiar with selling their products online. Different barriers can affect the acceptance of selling food online. Artificial Intelligence (AI) can help to reduce barriers and fill the gap of missing know-how. This study uses Facebook’s AI for targeted marketing campaigns to find the potential audiences that consist of online food buyers based on significant results of a quantitative online survey (n=172). As a result, people with properties such as animal welfare proponents had a positive mood towards buying local food online.