In today's fast-paced technological landscape, artificial intelligence (AI) has revolutionized the digital marketing domain. And marketing communicators have to constantly adapt to new technology and media. Although AI has grown a lot in recent years, its origins go back to the 1950s. This study aims to provide more insights into marketing communicators workflows and how they use AI in their role. This research seeks to see how swedish marketing communicators in different organizations use AI and their attitude towards it. Additionally, the researchers adopt a holistic perspective by examining the organizational structure within each company, to identify factors that facilitate or hinder the adoption of AI. This means that the focus is not only on individual attitudes but also on broader organizational and cultural aspects that influence the acceptance and usage of AI. The methodology employed in this study, a qualitative approach with semi-structured interviews with six participants, allows for a deep and nuanced understanding of participants experiences and perspectives. By using a qualitative approach with a selection of participants with substantial experience in the marketing industry, a multifaceted and representative insight into the subject matter is ensured. The results of the interviews demonstrate an interesting variation in how participants perceive and utilize AI tools. At the same time, it also highlights the uncertainties regarding the use of this technology, especially concerning the reliability and origin of the information generated by AI systems. An important observation is how the use of AI has transformed participants professional roles. The demands for delivering high-quality results have increased, subsequently driving the pace within the marketing industry. The implementation of AI is seen as a way to meet these heightened demands and remain competitive in the market. Overall, the study provides a profound insight into the complex relationship between marketers and AI technology, as well as its impact on the dynamics and development of the industry.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130250 |
| Date | January 2024 |
| Creators | Lindahl, Tova, Ivarsson Callegård, Axel |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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