Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation

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.