Artificial Intelligence and Human Talent in Decision Making in the Sphere of Marketing in an Enterprise

Abstract

Design/methodology/approach: Critical literature review; the research procedure that is based on the review of the literature is focused on formulating the answers to the following questions: – What factors determine the effective implementation of artificial intelligence as a technology supporting decision-making processes in the sphere of marketing in enterprises? – What are the identified models of application of artificial intelligence and human talent in making decisions in enterprises? Findings: The use of the opportunities offered by artificial intelligence in supporting marketing decisions brings many benefits, but it also requires overcoming mental and cultural barriers. It should be emphasized that relying on artificial intelligence in decision-making processes does not mean eliminating people, especially the talented ones, because it is the employee who can revise the decision-making criteria or state that the algorithm on the basis of which decisions are made in the company is outdated. Research limitations/implications: Empirical verification of the proposed model would allow for identifying the role performed by talented employees and algorithms in decision-making processes in the era of development of innovative IT solutions along with determination of the hierarchy of factors stimulating these processes. Originality/value: Proposing a model of determinants and types of solutions that allow for effectively combining human resources described as talent and artificial intelligence in making decisions in the field of marketing in enterprises is the result of the considerations provided in the paper.