On the impact of artificial intelligence on marketing professionals and the future of marketing positions

Abstract

AI is becoming a more potent tool for marketing because of its prowess in executing important tasks such as content generation and customer interaction. This research is aimed at gathering insights on the impact of AI on current marketing professionals and estimating the future of the marketing working environment. To do that, a mixed-methods research approach is implemented. A qualitative study was conducted by collecting data through semi-structured interviews with marketing professionals. Next, a quantitative study through the means of an online survey was carried out with 114 participants. The results show that marketing professionals are enjoying AI, and they believe AI has become a must. The concern of losing jobs to AI in the future is affected by several factors, such as the level of experience, whether they are currently working in marketing positions or aiming to pursue a career in marketing, and their feelings about the need for additional education to either work with or compete with AI. Age, gender, and income don’t have a significant effect on this concern. Marketing analytics and research are the fields that are more vulnerable to AI takeover. Our study contributes to the academic field as it is one of the first studies researching the effects of artificial intelligence on marketing jobs. Regarding practical contributions, our study can initiate a debate among marketing professionals and government entities to decide about AI and the working class's future.

Date of Award	24 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)