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The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making

Author

Listed:
  • Hesel Nina

    (Researcher Marketing Insights & Strategy)

  • Buder Fabian

    (Head of Future & Trends)

  • Unfried Matthias

    (Head of Behavioral Science)

Abstract

The boundaries of AI in decision-making are shifting from the operational to the strategic level, according to a recent survey of 500 international high-level B2C managers. Companies with little AI experience in strategic decision-making name issues like insufficient budgets, the lack of the right technological infrastructure, a shortage of know-how inside their company and the unavailability of skilled staff as major obstacles for AI implementation in strategic decisions. Pioneers in this field see their biggest challenges in data-related issues, such as dealing with an insufficient database, a lack of transparency of algorithms and problems in sufficiently standardizing complex strategic decisions to apply algorithms. Generally, managers expect AI to play a greater role in shaping their company’s strategic path in the future. Businesses should address these developments by rethinking job descriptions and the necessary skills to prepare for a future of synergetic collaboration where humans and algorithms are joining forces.

Suggested Citation

  • Hesel Nina & Buder Fabian & Unfried Matthias, 2022. "The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making," NIM Marketing Intelligence Review, Sciendo, vol. 14(2), pages 49-53, November.
    • Handle: RePEc:vrs:gfkmir:v:14:y:2022:i:2:p:49-53:n:8
    DOI: 10.2478/nimmir-2022-0017
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