The data-creativity nexus: shaping the future of marketing in the age of artificial intelligence
- This study investigates the impact of artificial intelligence on marketing. Based on an extensive dataset of interviews with marketing executives, the study assesses current practices and argues that the future of marketing is inextricably linked to the effective integration of data and creativity. Thus, this research sheds light on this under-explored nexus.
| Document Type: | Article |
|---|---|
| Language: | English |
| Author: | Alexander Hoffmann, Dominik K. KanbachORCiD, Thomas Wykes-Sneyd |
| Chairs and Professorships: | Chair of Strategic Entrepreneurship |
| Parent Title (English): | Marketing Review St. Gallen |
| ISSN: | 1865-6544 |
| Issue: | 6 |
| Year of Completion: | 2023 |
| First Page: | 14 |
| Last Page: | 20 |
| Date of first Publication: | 2023/10/01 |
| Content Focus: | Practitioner Audience |
| Peer Reviewed: | Yes |
| Rankings: | VHB Ranking / D |
| Licence (German): |  Urheberrechtlich geschützt |