Culture Mapping Focuses AI Marketing

Artificial Intelligence (AI) is transforming the marketing landscape, driving digital growth, and reshaping business practices. Despite increasing interest, there's a noticeable gap in comprehensive reviews within the marketing domain. To address this, a systematic literature review (SLR) was conducted, analyzing 522 studies from 2015 to 2023, aiming to explore AI's role in marketing (Labib, 2024).

The study reveals a significant rise in research activity, particularly after 2018, underscoring the growing importance of AI in this field. Cluster analysis identified six key areas in AI marketing research:

Psychosocial Dynamics of AI: Investigates the interaction between AI and human psychology, focusing on how AI influences consumer behavior and engagement.

AI-Enhanced Market Dynamics & Strategies: Examines AI's role in refining market behavior, supply chain management, and predictive capabilities, enabling more informed decision-making.

AI for Consumer Services: Explores how AI enhances consumer interactions, builds trust, and improves brand engagement, particularly through personalized experiences.

AI for Decision-Making: Highlights AI's capacity to transform decision-making processes, particularly through predictive analytics and CRM integration, leading to more strategic and effective marketing.

AI for Value-Transformation: Discusses AI's impact on value creation and
innovation, driving new approaches to marketing and consumer engagement.

AI for Ethical Marketing: Emphasizes the importance of ethical considerations in AI-driven marketing, particularly in avoiding discrimination and ensuring fair practices.

The study concludes that AI is a powerful force in marketing, driving rapid digital transformation. However, there is a need for new theoretical frameworks that can adequately describe AI's role in marketing, as existing models fall short.

MarTech explained the threat scenario as dire in a recent post. Sam Altman, CEO of OpenAI, predicts that AI will soon be capable of performing up to 95% of the tasks currently handled by marketing agencies, creative professionals, and specialists (Ewel, 2024). If Altman's prediction holds true, and AI can take over 95% of the work currently done by marketing agencies at little to no cost, it could lead to many agencies either closing down or significantly downsizing.

Even if AI takes on just 50% of the tasks, the market is likely to see a substantial contraction. The future lies in those agencies that will be the steady, guiding hands through the AI revolution.

To that end, we’ve been using our Culture Mapping lens to augment human insight and focus AI toward clear and compelling brand positioning that resonates beyond bias and can grow over time heading in the right future-proof direction.

Labib, 2024. https://bit.ly/4e5Pa5e

Ewel, 2024. https://bit.ly/47jWOqd

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