Impact of the AI on the future of Marketing

An increasing interest for Artificial Intelligence (AI) by companies showed that AI brings advantages to the business processes, including marketing. Even though it is highly welcomed in marketing, companies fail to enhance AI in marketing in practice. Therefore, considering growing attention to AI, author overviewed how AI could bring new changes in marketing and what disrupts it from the further enhancement. Study aimed to examine how can AI adapt in marketing and what are the key factors impacting the changes. Second aim was to provide theoretical and practical implications that can be used by marketing specialists and researchers. To meet research objectives, author used qualitative method with exploratory and descriptive designs. The study was inductively reasoned and outlined main findings from observations. Research was studied using semi-structured interviews with five marketing experts in practical working environment. Chosen implemented methods allowed to acquire important insights about AI trends in marketing and the relationship between big data and AI’s enhancement speed. This study outlined use and adoption level of AI tools in present times in marketing and role of academic institutions in the revolution of future marketing workforce. It also addressed ethical issues of AI enhancement as well as gap between marketers’ expectations and AI usage