International Conference on Economics, Finance & Business, Venice

GENERATIVE AI IN MARKETING – AN INTERCULTURAL STUDY WITH FIRST INTERIM RESULTS

PETER SCHNECKENLEITNER, UTA FESSLER-PURKARTHOFER, CONSTANCIO MACHANGUANA, EURIDES TENDAUNGA

Abstract:

This intercultural study between Austria and Mozambique examines the use of generative artificial intelligence (AI) in marketing. The overall aim is to identify the needs of the economy and companies for future marketing graduates in our countries at an early stage, to integrate appropriate measures into university teaching and thus to improve education in Austria and Mozambique in a sustainable manner. The first step is to identify the expectations and requirements of the marketing industry for future applicants. In this phase, intercultural differences in the field of generative AI in marketing are identified. The research questions are: What role does the field of generative AI play in marketing currently and in the coming years? What areas of application exist or are conceivable? The multi-part project starts with developing the research design and elaborating a semi-structured qualitative interview guide. Marketing experts in both countries were then interviewed about the use, challenges and opportunities of AI applications in the marketing sector. This showed that there were similarities in the areas of increased efficiency, optimization, personalization, data analysis and concerns about data protection and privacy. Mozambique's Marketing experts also highlighted people's important role in this process or technical challenges such as sufficient internet speed. On the other hand, Austrian marketers saw the need to develop their in-house AI skills and pointed to the transformation of marketing jobs through AI. The detailed results and the codes derived from them will be presented at the International Conference on Economics, Finance & Business in Venice. The project, which is supported by the Africa-Uninet research network, will use the analyzed codes to develop practical exercises for future marketers in 2025/2026 to make them fit for their jobs in the future.

Keywords: Aritficial Intelligence; Marketing education; Intercultural Study