{"title":"Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies","authors":"Samer Elhajjar","doi":"10.1108/apjml-04-2024-0485","DOIUrl":null,"url":null,"abstract":"PurposeThis research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.Design/methodology/approachThrough interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.FindingsThe findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.Originality/valueThe research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.","PeriodicalId":3,"journal":{"name":"ACS Applied Electronic Materials","volume":"23 10","pages":""},"PeriodicalIF":4.7000,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"ACS Applied Electronic Materials","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-04-2024-0485","RegionNum":3,"RegionCategory":"材料科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENGINEERING, ELECTRICAL & ELECTRONIC","Score":null,"Total":0}
引用次数: 0
Abstract
PurposeThis research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.Design/methodology/approachThrough interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.FindingsThe findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.Originality/valueThe research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.
期刊介绍：
ACS Applied Electronic Materials is an interdisciplinary journal publishing original research covering all aspects of electronic materials. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials science, engineering, optics, physics, and chemistry into important applications of electronic materials. Sample research topics that span the journal's scope are inorganic, organic, ionic and polymeric materials with properties that include conducting, semiconducting, superconducting, insulating, dielectric, magnetic, optoelectronic, piezoelectric, ferroelectric and thermoelectric.
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Web of Science SCIE
Scopus
CAS
INSPEC
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