Leveraging Artificial Intelligence to create a Leading Transformational Change in Sales & Marketing for Oriflame Company

Abstract

This thesis aims to deduce the impact of artificial intelligence when leveraged to improve the sales and marketing for the company Oriflame, thereby Leading to a Transformational change in the industry. Leveraging artificial Intelligence gives us a roadmap that can lead to a transformational change in sales and marketing for the company, Oriflame, a successful brand that promotes products for well-being.

The research questions are segmented into 2 - Customers & Brand Partners (Sales Representatives for Oriflame).

Customers: (1) How can artificial intelligence improve your buying experience, (2) Can artificial intelligence increase your likelihood of purchasing a product? (3) Artificial intelligence is on the rise in the current century, do you have any bias towards artificial intelligence when implemented by an organisation?

Brand Partners (Sales Representatives for Oriflame): (1) How can artificial intelligence improve your selling experience as a brand partner (2) With the Impact and emergence of artificial intelligence in this century, do you have any bias towards its implementation to help you increase & improve your sales process? (3) What particular recommendation of artificial intelligence would you love to be implemented to assist your sales and marketing as a brand partner in Oriflame?

The study materials are collected through individual questionnaires in October 2024. The informants are Customers and brand partners of Oriflame in Finland and the UK. The materials are analysed by applying content analysis.

The purpose of the study is to find out how to increase sales and marketing by leveraging artificial intelligence into the marketing process of the organisation, which can lead to a transformational change in the industry sales. Additionally, several literatures, both online and offline resources, were used to draw out reference points.

The results show that an upward transformational change in sales and marketing by leveraging artificial intelligence will create a successful brand for the company, its customers, and its brand partners and thus will require strong leadership and a strategy to implement this. Communications, training, and good management will enable brand partners to be more involved and committed to this change and shared goals. In addition, an organisation that aims to improve sales and pioneer a transformational change has to be more agile and provide real support for leadership and less emphasis on standard management. Communication helps to motivate, support, and nudge people in the desired direction. Communication has a crucial role in strategic leadership, promoting transformational change, and overall the organisation's ability to develop and create an organisational culture that knows how to communicate responsibly about its responsibility at work.

The thesis aims to provide the organisation with a development plan with suggestions for the steps to take in a specific order that will help the organisation improve its sales and marketing throughout the organisation. The research highlights the importance of artificial intelligence, what drives change, and serves as a support material for planning and communicating transformational change.

Overall, the organisation has identified key factors that prevent the change and is ready to move forward, influencing the organisation's processes, brand partners, and those the topic might concern.

Keywords: leadership, transformational change, artificial intelligence, sales, marketing, brand partners, customers.