Evolving with artificial intelligence : the changing landscape of strategic marketing empirical inductive analysis of the impact of artificial intelligence on strategic marketing

Abstract

This thesis delves into the rapidly evolving role of Artificial Intelligence (AI) in strategic marketing. It identifies and investigates the transformative potential of AI, its current limitations, the necessary human skills, and challenges that accompany its adoption.Through 16 in-depth, qualitative interviews, several key findings were derived. AI is acknowledged as a powerful tool in strategic marketing, however, there are inherent limitations, such as the lack of real-time contextual awareness, that hinder its full utilization in strategic marketing. Further, AI's dual impact on marketing operations and creativity is highlighted. It streamlines routine tasks and is freeing marketers to engage more in creative work and strategic thinking. Despite the efficiency of AI in data analysis and task automation, the results of this study suggest it cannot replace the human ability to understand and connect emotionally with customers. This insight emphasizes the importance of the human touch in marketing, with AI serving as a supportive tool rather than a replacement. The future of strategic marketing, therefore, lies not in choosing between humans and AI but in integrating the strengths of both for maximum benefit.Technological constraints and change management are identified as key challenges in AI implementation where transparent top-down communication and quality data are crucial for successful AI integration. This research further underscores the urgent need for AI-focused education for marketing professionals to bridge the knowledge gap and facilitate effective AI adoption. It finally highlights the ethical and regulatory challenges associated with AI deployment, including data privacy, bias, and accountability.

Date of Award	26 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Andrêa Godinho de Lancastre Serpa Pinto (Supervisor)