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

2025/03/24 by Nir Kshetri · 1 citation
Business, Management and Accounting · #Big Data and Business Intelligence

paper · doi:10.1109/mc.2025.3530304

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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