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The Implications of Artificial Intelligence for Business Management and Marketing

Author

Listed:
  • Oana Pricopoaia

    (Dunarea de Jos University of Galati, Romania)

  • Carmen Oprit Maftei

    (Dunarea de Jos University of Galati, Romania)

  • Andrei Vizitiu

    (Dunarea de Jos University of Galati, Romania)

  • Dorin Iancu

    (Dunarea de Jos University of Galati, Romania)

  • Stefan Adrian Susanu

    (Dunarea de Jos University of Galati, Romania)

Abstract

In the algorithmic age, managers are not just managing the activities within the firm, they have become more knowledgeable and better able to understand and use emerging technologies to guide their businesses more effectively. Therefore, artificial intelligence (AI) must be effectively integrated into a business's processes, as through the use of machine learning algorithms, companies can optimize supply chains, anticipate customer requirements and personalize customer experiences. By integrating technologies and AI into company processes, risks can be reduced and operational efficiencies maximized, demonstrating a proactive approach from managers and marketers. Traditional or classical management is based on linear processes and decisions made based on the experience and intuition of leaders, but in the digital era data, technologies and algorithms have become extremely important factors in decision making. In this study we used the VOSviewer software to determine the bibliometric map, identifying which topics have been addressed by researchers in recent years in academic papers and the relationships between keywords. The aim of this research is to identify both the benefits and drawbacks associated with the integration of AI within a firm from the perspective of the specialists. The bibliometric maps help us to identify the main topics addressed in academic papers, observing trends over time and topics of interest in order to understand the evolution of the research field.

Suggested Citation

  • Oana Pricopoaia & Carmen Oprit Maftei & Andrei Vizitiu & Dorin Iancu & Stefan Adrian Susanu, 2025. "The Implications of Artificial Intelligence for Business Management and Marketing," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 223-234.
    • Handle: RePEc:ddj:fseeai:y:2025:i:2:p:223-234
    DOI: https://doi.org/10.35219/eai15840409531
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    References listed on IDEAS

    as
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    3. Hal Varian, 2018. "Artificial Intelligence, Economics, and Industrial Organization," NBER Chapters, in: The Economics of Artificial Intelligence: An Agenda, pages 399-419, National Bureau of Economic Research, Inc.
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