The Implications of Artificial Intelligence for Business Management and Marketing

Oana Pricopoaia, Carmen Oprit Maftei, Andrei Vizitiu, Dorin Iancu and Stefan Adrian Susanu
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Oana Pricopoaia: Dunarea de Jos University of Galati, Romania
Carmen Oprit Maftei: Dunarea de Jos University of Galati, Romania
Andrei Vizitiu: Dunarea de Jos University of Galati, Romania
Dorin Iancu: Dunarea de Jos University of Galati, Romania
Stefan Adrian Susanu: Dunarea de Jos University of Galati, Romania

Economics and Applied Informatics, 2025, issue 2, 223-234

Abstract: In the algorithmic age, managers are not just managing the activities within the firm, they have become more knowledgeable and better able to understand and use emerging technologies to guide their businesses more effectively. Therefore, artificial intelligence (AI) must be effectively integrated into a business's processes, as through the use of machine learning algorithms, companies can optimize supply chains, anticipate customer requirements and personalize customer experiences. By integrating technologies and AI into company processes, risks can be reduced and operational efficiencies maximized, demonstrating a proactive approach from managers and marketers. Traditional or classical management is based on linear processes and decisions made based on the experience and intuition of leaders, but in the digital era data, technologies and algorithms have become extremely important factors in decision making. In this study we used the VOSviewer software to determine the bibliometric map, identifying which topics have been addressed by researchers in recent years in academic papers and the relationships between keywords. The aim of this research is to identify both the benefits and drawbacks associated with the integration of AI within a firm from the perspective of the specialists. The bibliometric maps help us to identify the main topics addressed in academic papers, observing trends over time and topics of interest in order to understand the evolution of the research field.

Keywords: management; algorithmic era; human collaboration; marketing; artificial intelligence (AI) (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2025:i:2:p:223-234

DOI: 10.35219/eai15840409531

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