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A study on the attitude, opinion, and usage of generative ai tools in sales & marketing - evidence from technology companies
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Resumo(s)
This research employs a mixed methods approach, incorporating 10 expert interviews and a
survey of 142 respondents using the Technology Acceptance Model. Qualitative insights reveal
the challenge of differentiating between Traditional AI and Generative AI due to differing AI
terminology. Positive sentiments align with the broader discourse on AI adoption. The
quantitative analysis highlights age as a key factor influencing AI communication confidence.
The study emphasizes the need for tailored communication strategies, addressing trust
dynamics, enhancing AI literacy, and further exploring demographic influences on AI adoption.
Actionable recommendations aim to optimize AI and promote ethical practices in the dynamic
landscape.
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Artificial intelligence Attitudes Survey research Technology companies Sales Marketing