Proceedings of The 8th International Conference on Applied Research in Management, Business and Economics
Year: 2024
DOI:
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The Future of Marketing Firms and Strategies with Generative AI: Disruptive Innovation and Practical Implications
Emad AbouElgheit
ABSTRACT:
This study investigates the potential of small marketing firms to disrupt the market by adopting generative AI technology and the theory of disruptive innovation. The study employs a qualitative approach, combining a comprehensive literature review with in-depth interviews with leaders of small marketing firms. The research findings position generative and conversational AI as the next technological evolution, succeeding the internet and mobile/social era. It is the first study applying the theory of disruptive innovation to generative AI use in small marketing firms, presenting a positive outlook toward integrating generative AI into marketing operations. The study contributes to the emerging knowledge of AI in marketing, offering practical implications for scholars and practitioners to advance this field.
keywords: disruptive innovation, generative AI, marketing firms, marketing strategy