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.

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Year of publication:	2023
Authors:	Hoffmann, Alexander ; Kanbach, Dominik K. ; Wykes-Sneyd, Thomas
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 40.2023, 6, p. 14-20
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/306250 [Handle] RePEc:zbw:hsgmrs:306250 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10015108122