Marketing at the Crossroad: Digital Workforce Focused on AI Integration, Leveraging E-Commerce Personalization

Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2024, vol. 14, issue 4, 14-21

Abstract: Retail and consumer sector is reshaped by the enabled digital workforce including based on marketing capabilities’ maximization within the ongoing journey into AI-driven marketing. There is a clear focus on hyper-personalization as an innovative marketing strategy, matching shoppers’ evolving needs by improving their shopping experience with the help of enhanced e-commerce personalization. Furthermore, marketing team effort to succeed in dealing with technical complexity of AI integration is becoming more obvious, ensuring human capabilities enhancement. Also, innovative e-commerce business model and retailers are under coming assault from developing AI shopping agents.

Keywords: Digital Marketing; Digital Workforce; AI Integration; DCX; E-Commerce Personalization (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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