Redefining Marketing While Advancing on the Path to AI Innovation, Better Assessing AI Model Performance

Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2024, vol. 14, issue 2, 21-28

Abstract: Now is the real moment to consider the top priority represented by AI integration into marketing, better supporting marketing budget allocation to AI tools by demonstrating tangible results’ delivery. It is essential to look at the impact of GenAI usage on marketing, the associated risks, and differences in capturing value from this disruptive technology between GenAI high performers and other businesses regarding difficulties experienced with different elements. AI becomes more and more a subject of focus, thoroughly understanding customers’ expectations, blending the right technology and expertise in ensuring AI-powered solutions’ implementation, also paying attention to customers’ worries related to authenticity and trust. We are witnessing marketers’ struggling to do much more to bridge the AI-human gap in CX, while advancing on the path to AI innovation and better assessing AI model performance.

Keywords: Marketing Redefinition; AI Integration; AI Innovation; AI Model Performance; CX (search for similar items in EconPapers)
JEL-codes: D83 L81 L86 M15 M31 O32 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:14:y:2024:i:2:p:21-28

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