Artificiell intelligens och dess inverkan på företags kreativa och strategiska arbete : - En kvalitativ studie om hur artificiell intelligens påverkar företags kreativitet och strategiska marknadsföringsbeslut

Sammanfattning

Aim: The aim of this study is to examine how artificial intelligence (AI) influences companies’ strategic marketing decisions and to develop a deeper understanding of the consequences that the use of AI has for companies’ creative output within the field of marketing. By examining how AI is used in practice, the study seeks to contribute knowledge on the interaction between human creativity and AI in strategic marketing work. Method: The study was conducted using a qualitative research approach, in which semistructured interviews were employed to collect empirical data. An abductive approach was applied to enable an interplay between theory and empirical findings, and the collected material was analyzed using thematic analysis. The analysis was informed by Bounded Rationality, the Resource-Based View, and the Componential Theory of Creativity. Result and Conclusion: The results show that AI is used as a support in strategic marketing decisions, while creative output continues to depend on human expertise. The conclusion is that AI enhances strategic and creative work when used as a complementary tool in collaboration with humans. Contribution of the thesis: The study contributes to a better understanding of how AI is used in strategic and creative marketing work. One of the study’s central contributions is the insight that AI does not replace human creativity or strategic thinking but generates the greatest value when used as a support in interaction with human competence and organizational conditions. Suggestions for future research: The study highlights the need for further research on how AI affects the creative processes in marketing over time. Future studies could beneficially explore how different organizational conditions, levels of expertise, and industries influence the interaction between AI and human creativity in strategic marketing work