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Redefining Marketing While Advancing on the Path to AI Innovation, Better Assessing AI Model Performance

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  • PURCAREA, Ioan Matei

Abstract

Now is the real moment to consider the top priority represented by AI integration into marketing, better supporting marketing budget allocation to AI tools by demonstrating tangible results’ delivery. It is essential to look at the impact of GenAI usage on marketing, the associated risks, and differences in capturing value from this disruptive technology between GenAI high performers and other businesses regarding difficulties experienced with different elements. AI becomes more and more a subject of focus, thoroughly understanding customers’ expectations, blending the right technology and expertise in ensuring AI-powered solutions’ implementation, also paying attention to customers’ worries related to authenticity and trust. We are witnessing marketers’ struggling to do much more to bridge the AI-human gap in CX, while advancing on the path to AI innovation and better assessing AI model performance.

Suggested Citation

  • PURCAREA, Ioan Matei, 2024. "Redefining Marketing While Advancing on the Path to AI Innovation, Better Assessing AI Model Performance," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 14(2), pages 21-28, June.
    • Handle: RePEc:hmm:journl:v:14:y:2024:i:2:p:21-28
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v14i2/4.pdf
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    More about this item

    Keywords

    Marketing Redefinition; AI Integration; AI Innovation; AI Model Performance; CX;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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