Human Marketing and AI-generated Marketing
(A2025-125804)

AUTHORS

Andreea Orindaru, The Bucharest University of Economic Studies; Waldemar Pfoertsch, University of Limassol; Mihaela Constantinescu, The Bucharest University of Economic Studies; Andreea Pachițanu, The Bucharest University of Economic Studies; Anett Erdmann, ESIC University; Darius-Aurel Frank, Aarhus University; José Ramos-Henriquez, Universidad de la Laguna, Dpto. Dirección Empresas e H.E. + Instituto Universitario de la Empresa

ABSTRACT

Ever since the first businesses, the economic environment has been dominated by rational decision-making, data-driven strategy-building and number-focused market-perspective. In this context, the marketing approach has also shifted to an abstract set of strategies. This has created a gap between companies and customers that is getting harder to fill, especially in the context of ever-more-empowered customers. Addressing precisely this gap is the focus of the new human marketing approach which becomes even more relevant in the context of AI expansion to dimensions that are yet to be discovered. The importance of human marketing in the context of AI expansion does not imply dismissing technology advancements, but instead it relates to understanding what the superpowers of technology are and leveraging them in building long-lasting trust-based relationships with our customers. Data analysis, personalization and automation are just a few of the superpowers that AI technology is bringing forward in developing a more empathetic, authentic relationship with the customers. The need for more debates around human marketing and AI-generated marketing is crucial in the context of a crowded market, freedom of speech and power of an informed (at least on the surface) consumer. The wide range of alternatives for basically everything is pushing the customer to choose the product that is offering the best experience, and that experience gets better the moment when the customer feels like a co-creator in the process (co-creation is a foundational element of human marketing). This Special Session proposal is just a stepping stone in taking the conversation further and deeper in expanding our understanding over the future of business and marketing. The present session has four articles, as follows: 1) Harnessing the Power of H2H Marketing and AI: Revolutionizing Customer Engagement (W. A. Pfoertsch, K. Naher, T. Tanchangtya); this paper focuses on integrating the use of AI in human-to-human marketing strategies as means to harness the benefits of both perspectives, while taking into account the possible challenges and ethical concerns; 2) Comparative analysis between human and AI-generated marketing campaigns, from the consumer's perspective (A. Orîndaru, A. Pachițanu, M. Constantinescu, F. Botezatu); in this study, the perception about the use of human and AI-generated marketing campaigns is evaluated starting from a consumer point of view; 3) Analysis of online shoppers' attitudes towards AI-generated reviews (M. Constantinescu, D.E. Drăghici, D.C. Pestrea, M.C. Orzan, M. Petrescu); this study evaluates consumers’ perception on AI-made reviews, testing if they can detect whether they were AI-generated and discovering to what degree such a review influences them in the purchasing decision; 4) What Gen Z dislikes about the use of AI in marketing? (A. Pachițanu, A. Orîndaru, M. Constantinescu, S.C. Căescu); this paper sheds light into the perception of GenZ on the use of AI within business and marketing activities, showing interesting insights about how open this generation is to being exposed to AI-empowered business practices. The discussants bring forward a wide range of expertise and perspectives ranging from human-to-human marketing to digital and AI-based marketing strategies. The discussants invited to this Special Session are Waldemar A. Pfoertsch, Anett Erdmann, Darius-Aurel Frank, Jose M. Ramos-Henriquez.