The Implications of Integrating Generative Artificial Intelligence in a Marketing Department.: – a market analysis –
Authors
Back, Nickolaj Elkjær ; Vejrup, Viktor
Term
4. Semester
Publication year
2024
Submitted on
2024-06-02
Pages
86
Abstract
Denne kandidatafhandling undersøger, hvordan generativ kunstig intelligens (Gen AI) kan indføres i digitale marketingafdelinger, og hvad det betyder for branding og det daglige markedsføringsarbejde. Med udgangspunkt i Adaptive Marketing Framework—en model, der hjælper organisationer med at tilpasse sig forandringer—benytter studiet semistrukturerede interviews. Fire temaer træder frem: Gen AI kan øge produktiviteten; implementeringen skal være strategisk og veltilrettelagt; etiske forhold skal håndteres; og afdelingskulturen skal tilpasses for at teknologien kan få fodfæste. Resultaterne understreger, at en klar og gennemtænkt implementeringsplan er nødvendig for at udnytte Gen AI uden at miste brandets autenticitet og for at opnå konkurrencefordele. Afhandlingen bidrager med handlingsorienterede indsigter og praktiske anbefalinger til at integrere Gen AI og optimere branding og marketing, når virksomheder bevæger sig fra en traditionel marketingafdeling til en mere teknologisk åben marketingafdeling.
This thesis examines how generative artificial intelligence (Gen AI) can be introduced into digital marketing departments and what it means for branding and day-to-day marketing work. Guided by the Adaptive Marketing Framework—a model for adjusting to change—the study uses semi-structured interviews. Four themes stand out: Gen AI can increase productivity; it requires a strategic, well-planned rollout; ethical issues must be addressed; and team culture needs to adapt for the technology to take hold. The findings emphasize that a clear, thoughtful implementation plan is essential to use Gen AI effectively, preserve brand authenticity, and build competitive advantage. The thesis offers actionable insights and practical recommendations to help companies integrate Gen AI and optimize branding and marketing as they move from a traditional to a more technology-embracing marketing function.
[This summary has been rewritten with the help of AI based on the project's original abstract]
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