Parole chiave
digitalization
heuristics
entrepreneurship
Come citare
Abstract
Purpose. This editorial sets out some reflections and arguments on the impact of marketing automation (MA) on the role of entrepreneurial marketers and on the marketing content of the entrepreneurial roles in small firms.
Design/methodology/approach. The relevant literature covers the role of artificial intelligence (AI) in marketing, which we examine here specifically in relation to MA, understood not only in its more established sense of operational and routine activities, but also in those aspects of strategic marketing and decision-making that carry greater importance and added value. In addition to the literature, we draw on the findings of surveys and studies carried out with consultants specialising in MA and small businesses operating as international traders and in digital advertising.
Findings. The relationship between the use of AI in MA is integrated in hybrid forms with the role of the human element. Competences become fundamental – not only those to be acquired, but also those to be preserved in a context of integration with AI. The argument under discussion is that AI does not conflict with heuristic models of decision-making, but rather establishes a complex relationship with them – a relationship that can give rise to paradoxes and opportunities.
Practical and Social implications. The integration of MA is a topical business issue, with some companies – including small ones – embarking on significant exploration and learning initiatives, at least in certain sectors that are more exposed to technology and international markets. A key issue is that of the competences to be developed and maintained.
Originality of the study. The study is original in that it offers some previously unpublished reflections on the relationship between AI, MA and heuristic decision-making processes, putting forward a number of hypotheses which could be the subject of future research.
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