Article | Open Access | Published: 15 July 2023
From Automation to Collaboration: Exploring the Synergy between Digital Marketers and Artificial Intelligence in Pakistan
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Abstract:
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.
Keywords:
Artificial intelligence (AI) technologies, Automation to collaboration, Collaboration practices, Evolving relationship, Leveraging AI in marketing, Pakistani digital marketers
Publisher:
ILMA UNIVERSITY
Published:
15 July 2023
Issue:
Issue 1 : Volume 4
E-ISSN:
2788-8304
P-ISSN:
2707-8906
DOI:
-
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.