Please use this identifier to cite or link to this item: https://scholarhub.balamand.edu.lb/handle/uob/7530
Title: The implications of AI implementation on the marketing employee experience
Authors: Shmait, Lilian
Sankari, Haitham
Nemer, Leonie
Advisors: Khayr Yaacoub, Hala 
Keywords: artificial intelligence - marketing agencies - change management - employee concerns - Lebanon - Human-AI collaboration - semi-structured interviews - thematic analysis
Subjects: University of Balamand--Dissertations
Dissertations, Academic
Issue Date: 2024
Publisher: [Kalhat, Lebanon] : [University of Balamand], 2024
Abstract: 
With unprecedented and increasing levels of dependency on AI across a wide range of
applications, it is of utmost importance to highlight the transition from the pre-AI to the post AI marketing workplace. The nature and outcome of employees’ work is changing by the day
as AI becomes a key instrument in businesses. Focusing on the experience of employees, this
study identifies factors that encourage them to implement AI and explore how it redesigns the
scope and outcome of their day-to-day marketing tasks and processes. It underscores
managers’ current perspective on AI and how they can integrate it to complement their
employees’ work without creating a fear of replacement. While many studies review existing
literature and tackle theoretical implications, they are lagging behind when it comes to
exploring Lebanon’s unique context from a pragmatic and exploratory qualitative
perspective. Very few authors give attention to the perspective of employees and how they
perceive the transition within the scope of marketing work. For that reason, we conducted 42
semi-structured qualitative interviews with employees and managers in marketing agencies
all around Lebanon and identified opportunities and threats as employees integrate AI
practices at this point in time. The methodological approach used had two levels of analysis:
thematic and phenomenological. We tackled this research with a post-positivist epistemology
and subjectivist ontology.
Description: 
Includes bibliographical references (p. 76-88)
URI: https://scholarhub.balamand.edu.lb/handle/uob/7530
Rights: This object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holder
Type: Project
Appears in Collections:UOB Theses and Projects

Show full item record

Record view(s)

17
checked on Oct 9, 2024

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.