What do Marketing Professionals Know About Artificial Intelligence and its Applications in Marketing?

Abstract

This thesis explores the depth of knowledge that marketing professionals possess about Artificial Intelligence (AI) and its applications in the field of marketing. The focus is on understanding how well these professionals comprehend and utilize AI technologies in their marketing strategies and the associated implications for business practices and ethical considerations. The study employs a mixed-methods approach, combining theoretical insights with empirical research through semi-structured interviews with marketing professionals. The research covers various aspects of AI in marketing, including its historical development, technological advancements, legislative frameworks, and societal impacts. Marketing professionals demonstrate varied levels of understanding and integration of AI technologies. While some are proficient in using AI tools for tasks like customer segmentation and content optimization, others are still in the early stages of adoption. There is a significant gap in AI-related education among marketing professionals, indicating a need for targeted training programs to enhance their proficiency in leveraging AI technologies effectively. Professionals show an awareness of the ethical implications and legal constraints associated with AI, yet many lack detailed knowledge about specific regulations like the AI Act. AI is seen as a transformative force in marketing, with applications in predictive analytics, personalized marketing, and customer engagement. However, challenges like data privacy concerns and the potential for biased algorithms are reoccurring issues that need addressing. The findings suggest that while AI offers significant benefits for marketing, there is a crucial need for comprehensive training and education to equip professionals with the necessary skills and knowledge. Additionally, ethical use and compliance with legislative measures are essential to harness AI's potential responsibly. This thesis contributes to the understanding of AI's role in modern marketing practices and lays the groundwork for future research and educational endeavors to improve AI literacy among marketing professionals. It also underscores the importance of ethical considerations and legal compliance in the deployment of AI technologies in the marketing sector.

Date of Award	2024
Original language	English
Supervisor	Elisabeth Frankus (Supervisor)