Ai In Decision-Making Marketing: Considerations And Strategic Applications within Organizational Contexts
(A2025-126283)

AUTHORS

Silvio Miranda Fillho, Federal University of Goias; Ricardo Limongi, Federal University of Goias, Brazil; Ruchi Gupta, Shaheed Bhagat Singh College, University of Delhi, India; Eduardo Francisco, FGV EAESP

ABSTRACT

Artificial Intelligence (AI) has seen remarkable growth in recent years, driven by advancements in computational power and Big Data technologies. AI applications have become integral to decision-making, enabling companies to make informed strategic decisions. This systematic literature review aims to investigate the roles of AI in influencing decision-making within the strategic organizational contexts of marketing, identify emerging AI applications in strategic settings, and explore how AI impacts decision-making processes within organizational strategies. The study utilizes a framework categorizing organizational decision-making into strategic, tactical, and operational levels. A Large Language Model (LLM) is employed to classify the collected articles. The study contributes to expanding the knowledge of strategic decision-making with the application of AI, offering new insights into this critical organizational process.