Theresa, Eriksson, et al. “Think With Me, or Think for Me? On the Future Role of Artificial Intelligence in Marketing Strategy Formulation”. 2025. The TQM Journal, vol. ahead-of-p, ahead-of-print, 2020, doi:10.1108/TQM-12-2019-0303.
Keywords
Abstract
Purpose This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approach Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.Findings Key themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business' organizational model.
Year of Publication
2020
Journal
The TQM Journal
Volume
ahead-of-p
Date Published
jan
ISBN Number
1754-2731
URL
https://doi.org/10.1108/TQM-12-2019-0303
DOI
10.1108/TQM-12-2019-0303