AI IN MARKETING: TRANSFORMATION OR REPLACEMENT OF HUMAN ROLES?
Keywords:
Keywords: AI depends on data, requires high-quality, creative problem-solving, unique perspectives, personal experiencesAbstract
The rise of artificial intelligence (AI) in marketing has transformed traditional practices, automating routine tasks, refining data analysis, and enabling targeted customer engagement. This paper explores whether AI will replace or complement human roles in marketing, given its current limitations in creativity, emotional intelligence, and strategic vision. Through a review of recent studies and industry insights, this research assesses AI’s impact on job roles, customer interactions, and marketing efficiency, concluding that AI is unlikely to fully replace human marketers but rather serves as an indispensable tool that enhances productivity while preserving the unique contributions of human insight and empathy.
References
EVOLVE (2023). Will AI-powered Marketing Replace Humans? | EVOLVE Digital. [online] EVOLVE Digital. Available at: https://evolvemarketing.ca/will-ai-powered-marketing-replace-humans/ [Accessed 6 Nov. 2024].
Huang, M.-H. and Rust, R.T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), pp.155–172. doi:https://doi.org/10.1177/1094670517752459.
Khataei, D. (2023). ARTIFICIAL INTELLIGENCE AND THE TRANSFORMATION OF DIGITAL MARKETING. [online] eLibrary.ru. Available at: https://elibrary.ru/item.asp?id=53429076 [Accessed 1 Nov. 2024].
Li, S., Peluso, A.M. and Duan, J. (2023). Why do we prefer humans to artificial intelligence in telemarketing? A mind perception explanation. Journal of Retailing and Consumer Services, 70, p.103139. doi:https://doi.org/10.1016/j.jretconser.2022.103139.
Lusty, S. (2024). In an AI Driven World, Humans Are Still Irreplaceable| Aquent. [online] Aquent. Available at: https://aquent.com/blog/in-an-ai-driven-world-humans-are-still-irreplaceable [Accessed 7 Nov. 2024].
McDougall, G. (2022). AI Won’t Replace Marketers—It Will Make Them More Valuable. Forbes. [online] 23 Jun. Available at: https://www.forbes.com/sites/forbesbusinesscouncil/2022/06/23/ai-wont-replace-marketers-it-will-make-them-more-valuable/?sh=1caf5fc812ad [Accessed 1 Nov. 2024].
McGill, J. (2023). Will Marketing be Replaced by AI? A Future Perspective. [online] LeadFuze. Available at: https://www.leadfuze.com/will-marketing-be-replaced-by-ai/ [Accessed 1 Nov. 2024].
Nellius Mukuhi (2023). AI Could Displace 800 Million Jobs by 2030. [online] BanklessTimes. Available at: https://www.banklesstimes.com/news/2023/01/31/ai-could-displace-800-million-jobs-by-2030/ [Accessed 1 Nov. 2024].
Taseer (2022). Replacing Humans in Marketing» Axies Digital. [online] Axies Digital. Available at: https://axies.digital/replacing-humans-in-marketing/ [Accessed 1 Nov. 2024].
Team, E. (2023). AI in Digital Marketing: Can It Replace Human Marketers? [online] Eight Media Online Solutions, Inc. Available at: https://eightmedia.ph/blog/ai-in-digital-marketing-can-it-replace-human-marketers/ [Accessed 1 Nov. 2024].
