Human–AI collaboration for marketing capabilities: a meta-analysis

Vu Minh Ngo ()
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Vu Minh Ngo: University of Economics Ho Chi Minh City

Marketing Letters, 2025, vol. 36, issue 4, No 10, 839-855

Abstract: Abstract This meta-analysis evaluates the effectiveness of collaboration between humans and artificial intelligence (AI) systems in marketing decision-making. While AI technologies have rapidly advanced and become integral in marketing, uncertainty remains about when combined human–AI decision-making provides superior outcomes compared to humans or AI alone. Analyzing data from 132 experiments across 27 recent empirical studies in marketing, this research systematically quantifies the benefits of human–AI collaboration. Results show consistent improvement in decision outcomes when human judgments are augmented by AI insights. However, genuine human–AI synergy—where collaboration surpasses the performance of the best individual agent (usually AI alone)—is relatively uncommon and highly dependent on contextual factors. Task characteristics notably influence outcomes, with structured analytical tasks generally favoring AI alone, whereas creative or ambiguous tasks offer greater potential for effective human–AI synergy. Additionally, advanced AI systems combined with experienced marketing professionals yield the strongest collaborative performance. These findings suggest that marketers and organizational leaders should carefully match AI tools and human expertise to specific task requirements, strategically automating data-intensive processes while preserving human judgment for nuanced, ethically complex decisions. This study contributes critical insights, guiding marketers to effectively integrate AI into decision-making processes for optimal performance.

Keywords: Human–AI collaboration; Marketing; Meta-analysis; Public sectors; Explainable AI (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09783-5

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