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The field of marketing is changing through Artificial Intelligence (AI) that is altering the way organisations interpret data, interact with customers, and make strategic choices. Although AI has great advantages, including enhanced efficiency, automation, and personalised marketing, it requires more than technology to be successfully adopted. This thesis analyses the willingness of Australian marketing sector to embrace AI with special reference to the organisational work culture and the trust of the AI systems.
The proposed study fills in the gap in the literature by discussing the preparedness of Australian organisations and professionals in marketing towards AI disruption. Based on the Technology Acceptance Model (TAM), it incorporates organisational culture and trust to learn more about AI adoption. It was based on a systematic literature review which was carried out with the PRISMA framework, with the assistance of secondary data in terms of ASX-listed media and marketing companies, industry reports, and academic literature. To determine major trends and understandings, the data was analysed using the thematic analysis.
A flexible, innovative, and collaborative organisational culture is more likely to succeed with AI implementation and a strict hierarchy will delay technological change. The issue of trust must also be considered as the fear of algorithmic bias, transparency, and loss of jobs may require some resistance in marketing professionals. Effective leadership, continuous training, ethical governance, and effective communication are vital in gaining confidence and enhancing preparedness.
The study has a contribution to theory by providing a continuation to the current models of technology adoption with the cultural and trust dimensions. In practice, it gives advice to marketing leaders, educators, and policymakers on how to build AI preparedness by developing organisations and improving skills. In general, the research concludes that the adoption of AI in marketing must be sustainable, which can be achieved by ensuring that the technology, culture, trust, and professional ability are aligned. |
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