The Artificial Intelligence Challenge in Marketing: Reflecting on its Impact within Social and Academic Environments

• Juan Antonio Trespalacios Gutiérrez ^[1]
  1. [1] Universidad de Oviedo

     Universidad de Oviedo

     Oviedo, España

     
• Localización: Reflections on Marketing in a Context of Digitalization and Artificial Intelligence: Book Tribute to Wagner A. Kamakura / coord. por Teodoro Luque Martínez, 2026, ISBN 978-84-338-7776-5, págs. 235-244
• Idioma: inglés
• Enlaces
  • Texto Completo Libro
• Resumen

  • Artificial Intelligence (AI) has transcended its role as a mere technological tool to become a fundamental paradigm shift in the marketing ecosystem. AI applications become ubiquitous, they redefine the relationships between firms, practitioners, and consumers, blurring the lines between human and machine capabilities. This paper aims to analyze the impact of AI on the marketing discipline, between technological adaptation and human autonomy. It evaluates the shifting landscape of professional labor and proposes a roadmap for evolving research methodologies and pedagogical frameworks. It further examines the task-level impact of automation on employment and in marketing education. Finally, it addresses ethical implications. The transition from human-to-human (H2H) to machine-to-machine (M2M) interactions within service delivery carries the inherent risk of eroding consumer agency. While Artificial Intelligence (AI) excels in technical execution and data processing, the future of marketing remains contingent upon "analog" human competencies: strategic intuition, ethical judgment, and emotional empathy. This study advocates an "integrated intelligence" framework, wherein human oversight remains the primary safeguard for ensuring privacy, maintaining social stability, and preserving fundamental human values.