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  • The impact of AI and ML algorithms in marketing: Revolutionizing or threatening the future marketing careers
    Publication . Brito, Rodrigo Manuel Gomes de; Cruz, Rui Manuel Nunes
    This research explores the dual impact of Artificial Intelligence (AI) and Machine Learning (ML) algorithms on the marketing profession, investigating whether these technologies serve as a useful tool or if it poses as a threat to marketing careers. Prompted by the growing integration of AI across business functions, the study aims to assess how automation, personalization, and predictive analytics reshape the marketer’s future role in an increasingly digital and data-driven ecosystem. A mixed-method approach was adopted, combining a PRISMA guided systematic literature review with empirical data collection through a structured online survey. The survey targeted marketing professionals with 3+ years of experience and collected quantitative data, later analyzed using a Structural Equation Modeling (SEM). The constructs measured included AI/ML integration, job adaptability, marketing career transformation, marketing performance and personalization, ethics and human oversight and human creativity. The findings reveal that while AI contributes significantly to operational efficiency, content generation, customer segmentation, and decision-making, it also introduces risks, especially in areas susceptible to automation. Hypotheses testing confirmed that AI and ML integration positively influence marketing performance and career transformation, but also underscore the need for professionals to acquire AI proficiency and strategic thinking skills to remain competitive. In sum, this study finds that the integration of these technologies is unlikely to replace marketing professionals entirely. Instead, they are reshaping the required skillset and reinforcing the importance of human creativity and ethical oversight. These insights hold practical implications for marketers, educators, and policymakers as they prepare the workforce for a technology-driven future.
    2025-09Dissertação de mestrado Acesso restrito Ver mais