A master thesis from Aalborg University
The Implications of Integrating Generative Artificial Intelligence in a Marketing Department.: – a market analysis –
Author(s)
Term
4. Semester
Publication year
2024
Submitted on
2024-06-02
Pages
86 pages
Abstract
This Master's Thesis explores the integration of Generative Artificial Intelligence (Gen AI) in digital marketing departments, emphasizing its impact on branding strategies and overall marketing. The research adopts The Adaptive Marketing Framework to navigate the evolving implications posed by Gen AI. Using semi-structured interviews, this research identifies key themes such as enhanced productivity, strategic implementation, ethical considerations, and the cultural adaptation required for successful Gen AI integration. The findings highlight the necessity of a well-structured implementation strategy to leverage Gen AI effectively, maintaining brand authenticity and achieving competitive advantage. This research contributes to the evolving discourse on digital marketing and AI integration by providing actionable insights and practical recommendations for integrating Gen AI to optimize branding and marketing operations within a company. In the transition from a traditional marketing department to a technology accepting marketing department it is essential for the organization to have a clear implementation strategy. This strategy includes multiple aspects which are analyzed and underlined throughout this research.
Keywords
Documents
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