From Automation to Collaboration: Exploring the Synergy between Digital Marketers and Artificial Intelligence in Pakistan

The study investigates the evolving relationship between digital marketers in Pakistan and artificial intelligence (AI) technologies in marketing practices, focusing on the transition from automation to collaboration. Drawing upon the Technological Affordance Theory, the study aims to explore the potential synergy between digital marketers and AI tools, by employing a survey with 300 participants, including digital marketers and AI-driven marketing professionals. The survey gathers insights on collaboration practices, challenges, and perceptions between marketers and AI technologies through a questionnaire developed on a 5-point Likert Scale. The study's findings contribute to the existing knowledge of the collaboration between digital marketers and AI technologies. They shed light on opportunities, challenges, and potential benefits of this synergy, informing marketers, organizations, and policymakers about effective strategies to leverage AI in marketing. Ultimately, the research seeks to enhance collaboration between human marketers and AI tools, leading to improved marketing outcomes and customer experiences in Pakistan.