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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, ...
From States of Mind to Strategies Using the Moods Matrix
Mood can be defined as a semi-persistent psychophysical state that influences attitudes and behavior (Oxford Dictionary). Before beginning our discussion of this topic, we first need to recognize the difference between emotions, feelings, and moods, which mainly depends on their temporal sequence. In other words, emotions are the first to manifest as immediate reactions to perceived stimuli; feelings ...