ECONOMIC AND GOVERNANCE IMPLICATIONS OF AI-DRIVEN MARKETING SYSTEMS: A MIXED-METHODS STUDY ON PERFORMANCE, TRANSPARENCY, AND POLICY ALIGNMENT

Povzetek

This proposal examines the two aspects of AI marketing adoption, economic performance and ethical governance, through a mixed-methods study design. Quantitative methods will assess the effect of AI on efficiency in budgeting, labor productivity, and marketing return on investment. Qualitative interviews will test organizational challenges related to algorithmic bias, data clarity, and policy enforcement. By grounding itself in Normalization Process Theory (NPT) and Strategic Management theory, the research will construct a convergent model that pertains to marketing performance improvement through AI, as well as economic and ethical practices in decision-making. The findings of this study will strive to empower policymakers, business strategists, and information managers to appreciate high-level marketing trade-offs and synergies in the exploitation of AI.