What organizational factors, particularly managerial support and data-driven culture, facilitate or hinder the translation of traditional and AI-generated insights into actionable marketing strategies?

Sammanfattning

Organizations increasingly use data analytics and AI to support marketing decisions, but access to insights does not automatically lead to action. This thesis examines what organizational factors facilitate or hinder the translation of traditional and AI-generated insights into actionable marketing strategies. The study is based on seven semi-structured interviews with marketing practitioners from different sectors. The findings show that the main challenge is not data availability, but the ability of organizations to interpret, trust, and act on insights. Important barriers include limited time and resources, weak data interpretation, unclear ownership, resistance to change, and hesitation toward AI-generated recommendations. Important facilitators include managerial support, clear routines, collaboration, data literacy, and human validation. The thesis concludes that turning data and AI insights into marketing action is mainly an organizational process. Data and AI can support decision-making, but they create value only when organizations have the culture, leadership, skills, and routines needed to turn insights into action.