The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions.

Margarethe Überwimmer; Elisabeth Frankus; Laura Casati; Shauna Stack; Tomáš Kincl; Lucie Sára Závodná

doi:10.1007/978-981-99-0333-7_2

The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions.

Margarethe Überwimmer, Elisabeth Frankus, Laura Casati, Shauna Stack, Tomáš Kincl, Lucie Sára Závodná

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

Abstract

Modern corporations are integrating Artificial Intelligence (AI) into their realities and facing challenges; lack of AI-focused strategy, poor data management, and mistrust towards this new technology hinder the success of a solid AI integration (Duan et al. 2019; Mikalef 2021). In this study, the authors have developed the Social Design Thinking Lab technique to investigate further the matter of AI barriers within the regions of Upper Austria, Vienna, and South Bohemia. The innovativeness of this paper lies in the confluence of three significant aspects: the role of AI technology, its impact on business, and the consequent argument of trust in AI applications. Findings differ according to the investigated target groups: regions and policymakers, AI developers, and companies. Nevertheless, common learnings point to a strong focus on change management and collaboration with regional institutions to get the most out of one’s corporate AI strategy while making sure that the main ethical issues surrounding AI are discussed.

Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
Editors	José Luís Reis, José Paulo Marques dos Santos, Marisa Del Rio Araujo, Luís Paulo Reis
Place of Publication	Singapore
Publisher	Springer
Pages	17-34
Number of pages	18
Volume	344
ISBN (Print)	9789819903320
DOIs	https://doi.org/10.1007/978-981-99-0333-7_2
Publication status	Published - 2023

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	344
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Keywords

Artificial Intelligence
Marketing
Sales
Social Design Thinking

Access to Document

10.1007/978-981-99-0333-7_2

Cite this

Überwimmer, M., Frankus, E., Casati, L., Stack, S., Kincl, T., & Závodná, L. S. (2023). The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. . In J. L. Reis, J. P. M. dos Santos, M. Del Rio Araujo, & L. P. Reis (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022 (Vol. 344, pp. 17-34). (Smart Innovation, Systems and Technologies; Vol. 344). Springer. https://doi.org/10.1007/978-981-99-0333-7_2

Überwimmer, Margarethe ; Frankus, Elisabeth ; Casati, Laura et al. / The AI Evolution in Marketing and Sales : How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. . Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. editor / José Luís Reis ; José Paulo Marques dos Santos ; Marisa Del Rio Araujo ; Luís Paulo Reis. Vol. 344 Singapore : Springer, 2023. pp. 17-34 (Smart Innovation, Systems and Technologies).

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title = "The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. ",

abstract = "Modern corporations are integrating Artificial Intelligence (AI) into their realities and facing challenges; lack of AI-focused strategy, poor data management, and mistrust towards this new technology hinder the success of a solid AI integration (Duan et al. 2019; Mikalef 2021). In this study, the authors have developed the Social Design Thinking Lab technique to investigate further the matter of AI barriers within the regions of Upper Austria, Vienna, and South Bohemia. The innovativeness of this paper lies in the confluence of three significant aspects: the role of AI technology, its impact on business, and the consequent argument of trust in AI applications. Findings differ according to the investigated target groups: regions and policymakers, AI developers, and companies. Nevertheless, common learnings point to a strong focus on change management and collaboration with regional institutions to get the most out of one{\textquoteright}s corporate AI strategy while making sure that the main ethical issues surrounding AI are discussed.",

keywords = "Artificial Intelligence, Marketing, Sales, Social Design Thinking",

author = "Margarethe {\"U}berwimmer and Elisabeth Frankus and Laura Casati and Shauna Stack and Tom{\'a}{\v s} Kincl and Z{\'a}vodn{\'a}, {Lucie S{\'a}ra}",

note = "Funding Information: The study was part of the project “ATCZ271 AI SDT Lab” supported by the Interreg Austria—Czechia funded under the European Regional Development Fund. Publisher Copyright: {\textcopyright} 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.",

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Überwimmer, M, Frankus, E, Casati, L, Stack, S, Kincl, T & Závodná, LS 2023, The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. . in JL Reis, JPM dos Santos, M Del Rio Araujo & LP Reis (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. vol. 344, Smart Innovation, Systems and Technologies, vol. 344, Springer, Singapore, pp. 17-34. https://doi.org/10.1007/978-981-99-0333-7_2

The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. . / Überwimmer, Margarethe; Frankus, Elisabeth; Casati, Laura et al.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. ed. / José Luís Reis; José Paulo Marques dos Santos; Marisa Del Rio Araujo; Luís Paulo Reis. Vol. 344 Singapore: Springer, 2023. p. 17-34 (Smart Innovation, Systems and Technologies; Vol. 344).

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

TY - GEN

T1 - The AI Evolution in Marketing and Sales

T2 - How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions.

AU - Überwimmer, Margarethe

AU - Frankus, Elisabeth

AU - Casati, Laura

AU - Stack, Shauna

AU - Kincl, Tomáš

AU - Závodná, Lucie Sára

N1 - Funding Information: The study was part of the project “ATCZ271 AI SDT Lab” supported by the Interreg Austria—Czechia funded under the European Regional Development Fund. Publisher Copyright: © 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

PY - 2023

Y1 - 2023

N2 - Modern corporations are integrating Artificial Intelligence (AI) into their realities and facing challenges; lack of AI-focused strategy, poor data management, and mistrust towards this new technology hinder the success of a solid AI integration (Duan et al. 2019; Mikalef 2021). In this study, the authors have developed the Social Design Thinking Lab technique to investigate further the matter of AI barriers within the regions of Upper Austria, Vienna, and South Bohemia. The innovativeness of this paper lies in the confluence of three significant aspects: the role of AI technology, its impact on business, and the consequent argument of trust in AI applications. Findings differ according to the investigated target groups: regions and policymakers, AI developers, and companies. Nevertheless, common learnings point to a strong focus on change management and collaboration with regional institutions to get the most out of one’s corporate AI strategy while making sure that the main ethical issues surrounding AI are discussed.

AB - Modern corporations are integrating Artificial Intelligence (AI) into their realities and facing challenges; lack of AI-focused strategy, poor data management, and mistrust towards this new technology hinder the success of a solid AI integration (Duan et al. 2019; Mikalef 2021). In this study, the authors have developed the Social Design Thinking Lab technique to investigate further the matter of AI barriers within the regions of Upper Austria, Vienna, and South Bohemia. The innovativeness of this paper lies in the confluence of three significant aspects: the role of AI technology, its impact on business, and the consequent argument of trust in AI applications. Findings differ according to the investigated target groups: regions and policymakers, AI developers, and companies. Nevertheless, common learnings point to a strong focus on change management and collaboration with regional institutions to get the most out of one’s corporate AI strategy while making sure that the main ethical issues surrounding AI are discussed.

KW - Artificial Intelligence

KW - Marketing

KW - Sales

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DO - 10.1007/978-981-99-0333-7_2

M3 - Conference contribution

SN - 9789819903320

VL - 344

T3 - Smart Innovation, Systems and Technologies

SP - 17

EP - 34

BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2022

A2 - Reis, José Luís

A2 - dos Santos, José Paulo Marques

A2 - Del Rio Araujo, Marisa

A2 - Reis, Luís Paulo

PB - Springer

CY - Singapore

ER -

Überwimmer M, Frankus E, Casati L, Stack S, Kincl T, Závodná LS. The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. . In Reis JL, dos Santos JPM, Del Rio Araujo M, Reis LP, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Vol. 344. Singapore: Springer. 2023. p. 17-34. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-99-0333-7_2

The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions.

Abstract

Publication series

Keywords

Access to Document

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Fingerprint

AI SDT-LAB - AI Social Design Thinking Lab

Cite this

The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions.

Abstract

Publication series

Keywords

Access to Document

Other files and links

Fingerprint

Projects

AI SDT-LAB - AI Social Design Thinking Lab

Cite this