The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerging Trend?

Iasmina-Iulia Gradinescu (), Elena Bostanica () and Mihai Orzan ()
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Iasmina-Iulia Gradinescu: The Bucharest University of Economic Studies
Elena Bostanica: The Bucharest University of Economic Studies
Mihai Orzan: The Bucharest University of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 1, 617-620

Abstract: This paper examines the impact of new technologies on the marketing field and focuses on the challenges of adopting artificial intelligence (AI)-generated influencers in marketing strategies. More exactly, it aims to explore, through the eyes of marketing professionals, the readiness of the Romanian market when it comes to this emerging trend and its ability to leverage the advantages offered by AI influencers in promoting products and services. An in-depth review of literature and relevant industry data reveals the potential benefits and challenges associated with the use of AI influencers in marketing strategies. In addition, the results of the research provide a key insight of the current use of AI influencers in marketing strategies in the Romanian market. These findings can be beneficial for companies and marketing professionals to make informed decisions with respect to integrating AI influencers into their marketing strategies.

Keywords: AI influencers; new technologies; marketing strategy; social media; consumer behaviour (search for similar items in EconPapers)
JEL-codes: Z33 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:617-620

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