Year: 2024
Type: dissertation
Abstract: This work examines the relationship between artificial intelligence (AI) and marketing strategy. Artificial intelligence is a current topic enabling big transformations in the field of marketing. The goal of this study is to gain an understanding of the current state of AI in marketing strategies and its potential in the future. To achieve this goal, a literature review and qualitative research with semi-structured interviews were conducted. This study suggests that AI can be utilized in marketing strategy through various ways. These include, for example, assessing different strategy options, taking strategic decisions, enhancing segmentation, targeting & positioning as well as improved data analytics. These applications can result in significant benefits. In the future AI holds potential especially in developing new tools and further improving decision-making. Some limitations to be considered are data privacy, AI’s lack of human context and the skillset of marketing practitioners. The findings from this study provide an overview of the current state and future potential of AI applications in marketing strategy. This overview can be of benefit for both theoretical and managerial implications highlighted in the discussion of this work. Finally, suggestions for future research topics are also presented as well as an explanation of this study’s limitations.
Source: Aaltodoc (Aalto University)
Author: Paavola, Vilma
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7027232658