Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies

Abstract

Purpose

This research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.

Design/methodology/approach

Through interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.

Findings

The findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.

Originality/value

The research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.

Citation

Elhajjar, S. (2024), "Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-04-2024-0485