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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Artificial Intelligence (AI) in Strategic Marketing Decision-Making: A research agenda

Stone, Merlin, Aravopoulou, Eleni, Ekinci, Yuksel, Evans, Geraint, Hobbs, Matt, Labib, Ashraf, Laughlin, Paul, Machtynger, Jon and Machtynger, Liz (2020) Artificial Intelligence (AI) in Strategic Marketing Decision-Making: A research agenda. The Bottom Line, 33 (2). ISSN 0888-045X

Item Type: Article


Purpose The purpose of this article is to review literature and thinking about the application of AI in strategic situations and to identify the research that is needed in the area of applying AI to strategic marketing decisions. Design/methodology/approach Review of literature and consultation with marketing experts who were invited to contribute to the article. Findings There is little research into applying AI to strategic marketing decision-making. This is needed as the frontier of AI application to decision-making is moving in many management areas from operational to strategic. Given the competitive nature of such decisions and the insights from applying AI to defence and similar areas, it is time to focus on applying AI to strategic marketing decisions. Research limitations/implications Applying AI to strategic marketing decision-making is known to be taking place, but the it is commercially sensitive, so data is not available to the authors. Practical implications There are strong implications for all businesses, particularly large businesses in competitive industries, where failure to deploy AI in the face of competition from firms who have deployed AI to improve their decision-making could be dangerous. Social implications The public sector is a very important marketing decision-maker. Although in most cases it does not operate competitively, it must still make decisions about making different services available to different citizens and identify the risks of not providing services to certain citizens, so this article is relevant to the public sector. Originality/value This is one of the first articles to probe deployment of AI in strategic marketing decision-making. Keywords Artificial intelligence, marketing, decision-making, strategy, planning, operations.

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More Information

Depositing User: Leah Maughan


Item ID: 13902
ISSN: 0888-045X
Official URL:

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Catalogue record

Date Deposited: 17 Sep 2021 11:18
Last Modified: 17 Sep 2021 11:18


Author: Merlin Stone
Author: Eleni Aravopoulou
Author: Yuksel Ekinci
Author: Geraint Evans
Author: Matt Hobbs
Author: Ashraf Labib
Author: Paul Laughlin
Author: Jon Machtynger
Author: Liz Machtynger

University Divisions

Faculty of Business, Law and Tourism > Sunderland Business School

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