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The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions

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Marketing and Smart Technologies (ICMarkTech 2022)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 344))

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Abstract

Modern corporations are integrating Artificial Intelligence (AI) into their realities and facing challenges; lack of AI-focused strategy, poor data management, and mistrust towards this new technology hinder the success of a solid AI integration (Duan et al. in International Journal of Information Management 48:63–71, 2019; Mikalef, P., Gupta, M.: Artificial intelligence capability: Conceptualization, measurement calibration, and empirical study on its impact on organizational creativity and firm performance. Information and Management 58(103434):1–20, 2021). In this study, the authors have developed the Social Design Thinking Lab technique to investigate further the matter of AI barriers within the regions of Upper Austria, Vienna, and South Bohemia. The innovativeness of this paper lies in the confluence of three significant aspects: the role of AI technology, its impact on business, and the consequent argument of trust in AI applications. Findings differ according to the investigated target groups: regions and policymakers, AI developers, and companies. Nevertheless, common learnings point to a strong focus on change management and collaboration with regional institutions to get the most out of one’s corporate AI strategy while making sure that the main ethical issues surrounding AI are discussed.

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Acknowledgements

The study was part of the project “ATCZ271 AI SDT Lab” supported by the Interreg Austria—Czechia funded under the European Regional Development Fund.

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Authors and Affiliations

  1. University of Applied Sciences Upper Austria, Wehrgrabengasse 1, 4400, Steyr, Austria

    Margarethe Überwimmer & Laura Casati

  2. Institute for Advanced Studies Vienna, Josefstädter Street 39, 1080, Vienna, Austria

    Elisabeth Frankus & Shauna Stack

  3. Prague University of Economics and Business, Nám. Winstona Churchilla 1938/4, 120 00, Praha 3-Žižkov, Czechia

    Tomáš Kincl & Lucie Sára Závodná

Authors
  1. Margarethe Überwimmer
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  2. Elisabeth Frankus
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  3. Laura Casati
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  4. Shauna Stack
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  5. Tomáš Kincl
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  6. Lucie Sára Závodná
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Correspondence to Margarethe Überwimmer .

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Editors and Affiliations

  1. University of Maia-ISMAI, Maia, Portugal

    José Luís Reis

  2. Universidade de Santiago de Compostela, Santiago de Compostela, Spain

    Marisa Del Rio Araujo

  3. University of Porto, Porto, Portugal

    Luís Paulo Reis

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

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Überwimmer, M., Frankus, E., Casati, L., Stack, S., Kincl, T., Závodná, L.S. (2024). The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions. In: Reis, J.L., Del Rio Araujo, M., Reis, L.P., dos Santos, J.P.M. (eds) Marketing and Smart Technologies. ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol 344. Springer, Singapore. https://doi.org/10.1007/978-981-99-0333-7_2

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  • DOI: https://doi.org/10.1007/978-981-99-0333-7_2

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