What question did this study set out to answer?

This article aims to explore how artificial intelligence shapes marketing automation and enhances skills in marketing.

February 26, 2026

Bridging Artificial Intelligence and Marketing Automation: An Overview

View Full Paper

Ask AI

Bookmark

Authors

Overview highlights AI's impact on marketing processes, suggesting enhanced roles for marketers and consumers.

This article aims to explore how artificial intelligence shapes marketing automation and enhances skills in marketing.
Analyzed implications of AI adoption in various marketing studies.
Considered perspectives from consumer and business markets.
Examined specific contexts such as hospitality and brand communication.
AI adoption is shown to significantly affect marketing organization and processes.
Marketers and consumers require skill enhancements in their interactions with technology.
Automation in marketing emphasizes collaboration between human capabilities and AI technologies.

Guercini et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark