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
KW - Social Design Thinking
UR - https://www.scopus.com/pages/publications/85171875124
U2 - 10.1007/978-981-99-0333-7_2
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 -