Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/306250 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 40 [Issue:] 6 [Year:] 2023 [Pages:] 14-20
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
This study investigates the impact of artificial intelligence on marketing. Based on an extensive dataset of interviews with marketing executives, the study assesses current practices and argues that the future of marketing is inextricably linked to the effective integration of data and creativity. Thus, this research sheds light on this under-explored nexus.
Document Type: 
Article

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