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From Theory to Practice: Critical Factors in AI Implementation
By investigating major trends in the literature on artificial intelligence, this article provides an up-to-date, structured overview of AI applications in the business context. In particular, it explores the most influential factors in AI implementation, divided into five main areas: drivers for adoption, skills needed for implementation, risks and challenges, key business processes where AI is applied, ...
Replace, Add, Augment: A Possible Classification Framework for AI Marketing
Introduction The development of artificial intelligence, and in particular generative AI (GenAI), has turbocharged the transformation of marketing processes. But what exactly is GenAI? Let’s start by defining AI. The most common view in the literature describes it as the set of technologies, algorithms, and models (that is, machines broadly defined) designed to emulate human functions such as learning, ...
Marketing, Quo Vadis?
Artificial intelligence is redefining marketing tools, processes, and skills, raising profound questions about the future role of the discipline. Starting from this scenario, a perspective is proposed that enhances the evolutionary resilience of marketing and reaffirms its strategic centrality. Indeed, marketing remains essential as a builder of trust, a generator of differentiation, and a guide to ...