From Predictive and Generative to Agentic AI: Shaping the Future of Marketing Operations and Strategies

2025/03/24 by Nir Kshetri · 15 citations
Business, Management and Accounting · Psychology · #Artificial intelligence #Big Data and Business Intelligence #Business #Cognitive science #Computer science #Generative grammar #Generative model #Marketing #Process management #Psychology

paper · doi:10.1109/mc.2025.3530304

published in Computer 58(4), 121-129 (IEEE Computer Society)

openalex publication_date 2025/03/24 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/25

Abstract

This article explores how marketing is being redefined by agentic artificial intelligence (AI), discussing the integration of agentic AI across marketing research, strategy, and actions, emphasizing its potential to enhance efficiency, personalization, and decision making within organizations.

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• Agentic Satellite-Augmented Low-Altitude Economy and Terrestrial Networks: A Survey on Generative Approaches

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