This qualitative study employs interpretive phenomenology and Actor–Network Theory (ANT) to examine the evolving role of AI as an agent within European marketing contexts. Drawing on semi-structured interviews with 36 senior executives from the tourism, fintech, professional services, and digital media sectors, the study identifies four interconnected themes: (1) ambivalent human–AI co-agency, where AI operates as a “co-strategist” influencing budgets and decisions; (2) infrastructural and regulatory challenges arising from legacy systems and GDPR/EU AI Act constraints; (3) ethical issues concerning opacity, bias, and exclusion in hyper-personalization; and (4) the redefinition of professional identities towards hybrid socio-technical roles. The findings underscore AI’s role as a co-creator of strategy, governance, and power, highlighting the necessity of balanced co-agency, robust infrastructure, ethical safeguards, and adaptable skill sets. The AI-MARC framework (Agency, Infrastructure, Responsibility, Capability) provides a practical framework for governance of sustainable AI integration. This work addresses gaps in qualitative AI marketing research by emphasising reflexive practices amid evolving regulations, with the aim of fostering equitable networks that align innovation, fairness, and accountability.
Marcos Komodromos (2026) studied this question.