AI's impact on marketing : case ISKU
Kadiri Elmaana, Yahya (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404288124
https://urn.fi/URN:NBN:fi:amk-202404288124
Tiivistelmä
Due to the new emergence of Artificial Intelligence and its impact on the lives of everyone, from an individual level to a company level, it is important to study the impact it has and will have on these organizations. Precisely on procreative sectors such as the marketing department that requires technology use in sorting enormous amount of data, generating content and more. Artificial Intelligence is becoming more and more vital for companies to implement so as to either maintain or augment their competitive advantage. This research aims to provide the case company with more insight on AI, specifically its types and tools, measure the current and in the near future use of AI within the case company, and present few tips on how to approach employees with the importance of AI.
The empirical research part in this thesis implies both inductive and deductive research approaches and benefits from both qualitative and quantitative data collection methods. Primary data was collected from two interviews with international marketing coordinators and VP of technology, and a survey conducted via the case company’s own tool. The secondary data was used to accumulate insights on the future of AI in marketing through online sources, the likes of websites, journals, and books.
The research is focused on the case company and aims to provide solutions for the research questions. Other research suggestions are presented in the chapter 7 (conclusion).
The empirical research part in this thesis implies both inductive and deductive research approaches and benefits from both qualitative and quantitative data collection methods. Primary data was collected from two interviews with international marketing coordinators and VP of technology, and a survey conducted via the case company’s own tool. The secondary data was used to accumulate insights on the future of AI in marketing through online sources, the likes of websites, journals, and books.
The research is focused on the case company and aims to provide solutions for the research questions. Other research suggestions are presented in the chapter 7 (conclusion).