Publications
The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making
DownloadHesel, N., Buder, F., & Unfried, M. (2022). The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making. NIM Marketing Intelligence Review, 14(2), 49–53. https://doi.org/10.2478/nimmir-2022-0017
2022
Dr. Matthias Unfried,
Dr. Fabian Buder
The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making
Keywords: Human-Machine Collaboration, Artificial Intelligence, AI, Decision-Making, Marketing Strategy, Smart Machines
Abstract
The boundaries of AI in decision-making are shifting from the operational to the strategic level, according to a recent survey of 500 international high-level B2C managers. Companies with little AI experience in strategic decision-making name issues like insufficient budgets, the lack of the right technological infrastructure, a shortage of know-how inside their company and the unavailability of skilled staff as major obstacles for AI implementation in strategic decisions. Pioneers in this field see their biggest challenges in data-related issues, such as dealing with an insufficient database, a lack of transparency of algorithms and problems in sufficiently standardizing complex strategic decisions to apply algorithms. Generally, managers expect AI to play a greater role in shaping their company’s strategic path in the future. Businesses should address these developments by rethinking job descriptions and the necessary skills to prepare for a future of synergetic collaboration where humans and algorithms are joining forces.
Authors
- Nina Hesel, Senior Researcher, NIM, nina.hesel@nim.org
- Dr. Matthias Unfried, Head of Behavioral Science, NIM, matthias.unfried@nim.org
- Dr. Fabian Buder, Head of Future & Trends, NIM, fabian.buder@nim.org
Other articles of the MIR issue “MarTech and SalesTech”
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