The Role of Artificial Intelligence Application in Strategic Marketing Decision-Making Process

Abstract

This review article examines artificial intelligence (AI)’s role in strategic marketing decision-making. The researchers interviewed experts with experience in decision-making and used Carrefour Iraq as a case study to identify themes on how humans use AI for better strategic marketing decision-making. The key themes in this review were factors such as big data, efficiency, quality, trust and limitations for prediction. The study has also looked into the marketing aspect of these themes within the scope of this research. The findings indicate that AI is recognized as a tool that may support humans in making strategic decisions in marketing. However, AI can technically make such decisions without human intervention; people do not want to give AI complete autonomy in decision-making. Furthermore, the result implies that rather than making decisions independently, AI is more frequently applied to enhance strategic decision-making. It suggests that Al aims to improve decision making-making rather than supplant people in daily life. In addition, the study makes the case that Al can assist humans in making better decisions by forecasting future scenarios that consider a particular action consequence.