Dissertation Topic: The Impact of AI Automation on Marketing: Implications and Strategies for Effective Organisational Adaptation
Research Methodology: Qualitative secondary research
Research Design: Single-case study (Walmart) with thematic analysis of secondary data
Abstract
Background: Artificial intelligence (AI) has transformed modern marketing by enabling businesses to personalise customer experiences, automate decision-making, and generate data-driven insights. As organisations increasingly embed AI into strategic marketing activities, questions arise regarding its effectiveness, implementation challenges, and ethical implications. Understanding these dynamics is essential for developing responsible and competitive AI-driven marketing strategies.
Aim: This thesis examines the applications of AI in marketing strategies, evaluates the benefits of AI adoption in advertising, and identifies key considerations when integrating AI automation into organisational marketing practices.
Methods: A qualitative secondary research approach was used. A single-case study design focusing on Walmart was adopted to explore how a major global retailer applies AI in its marketing strategy. Data from credible secondary sources were analysed using thematic analysis to identify patterns and insights relevant to AI-enabled marketing.
Results: Three themes emerged from the thematic analysis:
- Impact of AI automation on marketing, highlighting how AI tools provide deep insights into customer behaviour, preferences, and purchasing patterns, enabling personalised service delivery.
- Implications and strategies for effective organisational adaptation, demonstrating how machine-learning frameworks can predict future customer actions and support strategic marketing decisions.
- Challenges in applying AI to marketing, including ethical concerns, data confidentiality, and organisational readiness for technological change.
The findings show that while AI enhances marketing effectiveness, organisations must adopt ethical guidelines—particularly regarding consumer data protection—to maintain trust and safeguard customer well-being.
Conclusion: AI technologies offer significant value to marketing by improving customer insights, personalisation, and predictive capabilities. However, ethical considerations, transparency, and responsible data governance are essential to ensure sustainable implementation. Future research should investigate how AI-driven marketing practices influence consumer behaviour and well-being, and how increased consumer education can promote informed engagement with AI marketing systems.