Transforming Marketing Communications: Exploring the Impact of Generative AI on Marketing Communications within Large IT Enterprises
Author
Farahmand, Elham
Term
4. Semester
Publication year
2024
Submitted on
2024-07-31
Abstract
Dette speciale undersøger, hvordan generativ AI påvirker marketingkommunikation i store IT-virksomheder. Med afsæt i socio-tekniske systemer og task–technology fit undersøges aktuel brug, etiske principper og effekter på marketingmedarbejderes performance via semistrukturerede interviews analyseret med tematisk analyse. Resultaterne viser, at GenAI primært anvendes til mikroopgaver, at organisationer understøtter integrationen med træning og ressourcer, og at der opleves produktivitets- og effektivitetsgevinster uden gennemgribende omstrukturering af arbejdsprocesser. Etiske bekymringer er markante—særligt brandbeskyttelse og datakonfidentialitet—og medarbejdere har begrænset kendskab til specifikke AI-regulativer, hvilket peger på behov for tydeligere governance og træning. GenAI passer godt til mange marketingopgaver og kan forbedre performance, når det kombineres med brugerkompetence, men menneskelig kontrol er afgørende for kvalitet og overholdelse af virksomhedens retningslinjer. Studiet tilbyder praktiske indsigter til at optimere MarCom-strategier og navigere etiske kompleksiteter til gavn for praktikere, akademikere og virksomheder.
This thesis examines how generative AI is shaping marketing communications in large IT enterprises. Guided by socio-technical systems and task–technology fit, the study investigates current use, ethical principles, and effects on marketers’ performance through semi-structured interviews analyzed with thematic analysis. Findings indicate that GenAI is primarily applied to micro-scale tasks, with organizational training and resources enabling perceived gains in productivity and efficiency but without comprehensive process restructuring. Ethical concerns are prominent—particularly brand protection and data confidentiality—and employees show limited awareness of specific AI regulatory guidelines, pointing to a need for clearer governance and training. GenAI aligns well with many marketing tasks and can enhance performance when combined with user expertise, yet human oversight is essential to ensure quality and compliance with corporate standards. The study offers practical insights to optimize MarCom strategies while navigating ethical complexities, supporting practitioners, academics, and businesses in responsible adoption.
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