The Business Implications of AI Dependence in Marketing: Effects on Decision-Making and Consumer Trust
Kaluarachchige Dona, Chathurangi Piumika (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120332065
https://urn.fi/URN:NBN:fi:amk-2025120332065
Tiivistelmä
This thesis examines the business implications of increasing dependence on artificial intelligence (AI) in marketing, focusing on its effects on marketer decision-making and consumer trust. As AI becomes integral to content creation, data analytics, and customer engagement, businesses face both strategic opportunities and ethical challenges.
The study applies a qualitative-dominant mixed-method approach, combining five semi-structured interviews with marketing professionals, a small consumer survey of twenty respondents, and recent academic and industry literature from 2023 to 2025. Findings show that marketers perceive AI primarily as a tool for efficiency and insight, enhancing productivity and strategic focus. However, both professionals and consumers highlight the continuing need for human oversight, creativity, and ethical transparency.
Consumers demonstrate conditional acceptance of AI-generated marketing: they value personalisation and convenience but question authenticity when human involvement appears limited. The results underscore that sustainable AI integration requires a balance between automation and empathy.
The thesis concludes that organisations can strengthen both performance and trust by implementing transparent governance frameworks, training employees in responsible AI use, and positioning human AI collaboration as a strategic advantage in modern marketing.
The study applies a qualitative-dominant mixed-method approach, combining five semi-structured interviews with marketing professionals, a small consumer survey of twenty respondents, and recent academic and industry literature from 2023 to 2025. Findings show that marketers perceive AI primarily as a tool for efficiency and insight, enhancing productivity and strategic focus. However, both professionals and consumers highlight the continuing need for human oversight, creativity, and ethical transparency.
Consumers demonstrate conditional acceptance of AI-generated marketing: they value personalisation and convenience but question authenticity when human involvement appears limited. The results underscore that sustainable AI integration requires a balance between automation and empathy.
The thesis concludes that organisations can strengthen both performance and trust by implementing transparent governance frameworks, training employees in responsible AI use, and positioning human AI collaboration as a strategic advantage in modern marketing.