Volkmar, Gioia

Balancing potential and ethics : a comprehensive exploration of AI in marketing

2025 · Zürcher Hochschule für Angewandte Wissenschaften digital collection (Zurich University of Applied Sciences)

This paper explores the practical challenges, opportunities, and dynamics of Artificial Intelligence (AI) in marketing. Through a qualitative research approach, we explore four dimensions of AI: Business and Societal Perspective, Impact and Emergence of new …