Conclusion

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 7 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 197-199 from Springer

Abstract: Abstract The concluding section of this book reflects on the central role of technology in modern marketing, while emphasizing that people must remain at the core. AI, big data, and automation offer immense opportunities, but their value lies in intelligent integration. More data does not automatically lead to better decisions, automation is not always the best solution, and short-term metrics cannot replace sustainable customer relationships. Data protection plays a crucial role—companies that leverage privacy by design and transparency as advantages strengthen trust and loyalty. The future of marketing lies in balancing human creativity with technological precision. The presented Marketing Technology Framework serves as a compass to deploy technology purposefully and create real value for both companies and customers.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_7

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DOI: 10.1007/978-3-658-51166-1_7

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