Affiliations: [a] ISRC – Interdisciplinary Studies Research Center, ISEP, Porto, Portugal | [b] INESC TEC, FEUP, University of Porto, Rua Dr. Roberto Frias, Porto, Portugal | [c] Universidade Fernando Pessoa, Porto, Portugal | [d] E-goi, Matosinhos, Portugal
Correspondence:
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Corresponding author: Ivo Pereira, ISRC – Interdisciplinary Studies Research Center, ISEP, 4249-015 Porto, Portugal. E-mail: ivopereira@ufp.edu.pt.
Abstract: This review discusses the integration of intelligent technologies into customer interactions in organizations and highlights the benefits of using artificial intelligence systems based on a multimodal approach. Multimodal learning in marketing is explored, focusing on understanding trends and preferences by analyzing behavior patterns expressed in different modalities. The study suggests that research in multimodality is scarce but reveals that it is as a promising field for overcoming decision-making complexity and developing innovative marketing strategies. The article introduces a methodology for accurately representing multimodal elements and discusses the theoretical foundations and practical impact of multimodal learning. It also examines the use of embeddings, fusion techniques, and explores model performance evaluation. The review acknowledges the limitations of current multimodal approaches in marketing and encourages more guidelines for future research. Overall, this work emphasizes the importance of integrating intelligent technology in marketing to personalize customer experiences and improve decision-making processes.
