How Can Marketing Managers Thrive in the Age of Artificial Intelligence?

Artificial intelligence (AI) is becoming increasingly important in solving many tasks, which were performed before by humans, that is, translating languages as well as in the hiring process and customer service. The AI technology is improving in a fast manner. This has led to the current debate whether AI is entirely beneficial or should be seen as a threat for the job security. In any way, we are now at the point where nearly everyone is talking and thinking about the application of AI within their work structures. Therefore, we will examine whether AI has the potential to substitute managerial tasks in the way that marketing managers exclusively rely on the respective recommendations and results for a certain action. Additionally, we will discover which tasks lead to positive or negative feelings regarding each manager's preference. These results will be used to explain the tendency to replace certain activities with AI.