Investigating the Synergy between Cultural Intelligence of Marketing Professionals and AI Adoption in Marketing considering diverse Cultural Environments

Abstract

Purpose The purpose of this research is to explore the relationship between the CQ of marketing specialists and AI technologies in marketing practices, focusing in particular on culturally diverse environments. It aims to comprehend the role that CQ plays in the adoption of AI, highlighting, for instance, its ability to address cultural biases, improve personalization, and enhance global marketing effectiveness. It further addresses factors that contribute to the varying adoption of AI around the world. It also discusses the benefits and limitations as well as challenges professionals have to face when working with different cultures and how this affects AI implementation in organizations. The research highlights factors that assist organizations in reaching a balance between CQ and AI so culturally sensitive AI implementation can be achieved and provides operational insights to leverage CQ for optimal AI integration in marketing. Methodology This thesis is based on a thorough literature review of CQ and AI practices in marketing, as well as cultural nuances that affect the implementation of AI in different countries around the world. The empirical section of this research involves semi-structured interviews with six marketing professionals from various backgrounds and industries, all of whom work in international organizations and with diverse cultures. The interviews explore participants' attitudes and approaches to CQ in relation to AI acceptance, in order to answer the three research questions of the study. Research Findings The results indicate that CQ plays an important role in overcoming challenges correlated to AI adoption in marketing. Such challenges include algorithmic biases and cultural misalignment. Participants reasoned that there was a need for AI that is culturally adaptive, training to increase CQ, and the need for human oversight. Some barriers were identified, such as resistance to change, cultural underrepresentation in AI training data, and limited awareness of CQ as a strategic value. The results also emphasize the significance of having meaningful conversations with global stakeholders and within multicultural teams. Such conversations improve both the accuracy and depth of insights, allowing businesses to improve their AI tactics and create culturally sensitive marketing techniques. This way it is guaranteed that AI solutions meet the various demands of global markets while also enhancing organizational CQ. Value of the Research This study adds to the growing discussion on CQ and new technologies by addressing its importance in AI-based marketing strategies. It gives insights to marketing professionals on how to improve and measure CQ, how AI can be integrated without being insensitive to diverse cultures, and what factors contribute to varying degrees of AI adoption.

Date of Award	2024
Original language	English
Supervisor	Karin Palmetshofer-Hörschinger (Supervisor)