A carregar...
Publicação
The Impact of AI Adoption in Marketing Workflows: Exploring Workforce Productivity, Satisfaction, and Role Adaptation: The Influence of Perceived Usefulness and Job Insecurity on Employee Experience
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 5.26 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
With the rapid integration of artificial intelligence (AI) across industries, marketing
professionals are increasingly required to adapt to AI-driven changes in workflows, decisionmaking, and performance metrics. While AI’s organizational impact has been widely studied,
limited research has addressed how it affects employee experiences in specific domains such
as marketing. This study investigates the influence of AI adoption on job productivity, job
satisfaction, and role adaptation among marketing professionals. A quantitative research
design was employed, surveying 141 marketing professionals using validated measurement
scales. Results show that AI adoption significantly improves job productivity and role
adaptation, with perceived usefulness mediating these relationships. However, job insecurity
did not significantly moderate the relationship between AI adoption and job satisfaction.
These findings provide new insights into how marketing professionals perceive and respond
to AI, offering implications for managerial strategies and future AI implementation in creative
and data-driven domains.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Artificial Intelligence Marketing Workforce Transformation Job Satisfaction Role Adaptation SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure