Gap analysis of artificial intelligence deployment in advertising and marketing companies in Iran using the combined approach of ANP and DEMATEL

Subject Areas : Jounal of Marketing Management

Ariana Dabiri fard ¹ , Jahanbakhsh Rahimi baghmalek ²

1 - PhD student in Business Administration, Management Department, Yasouj Branch, Islamic Azad University, Yasouj, Iran
2 - Assistant Professor, Department of Business Administration, Gachsaran Branch, Islamic Azad University, Gachsaran, Iran

Received: 2023-05-19 Accepted : 2024-01-27 Published : 2025-02-01

Keywords: Artificial intelligence, organization, marketing, ANP, DEMATEL.‏ ,

Abstract :

Introduction: This research was conducted with the aim of analyzing the gap in the deployment of artificial intelligence in advertising and marketing companies in Iran.

Method: the multi-criteria decision-making study method was chosen using Super Decision. The methods of information collection, according to the background of the research, library methods were used, and the field method was used to collect information to answer the research questions. The tool used to collect information in this research is through a questionnaire designed by the researcher in order to identify challenges. In the next step, using experts' opinions, they were modified and then analyzed using the combined approach of ANP and DEMATEL.

Results: The findings of the research showed that in the technical subject of security factor, in the subject of culture the leadership and organizational support factor, in the organizational-human factor of organizational strategy and in the social-environmental topic organizational culture had the most importance from the experts' point of view.

Conclusion: The research results also stated that artificial intelligence will transform the business world, increase innovation and productivity, and help advertising and marketing companies to think bigger. Lack of current knowledge and experience in using this technology is definitely one of the main obstacles that prevent organizations from using artificial intelligence in marketing. But the way and the only answer to this is education. It is worth noting that another factor investigated in the research was the constantly changing trends, which is another major obstacle that we see in the field of artificial intelligence. This is inevitable as the technology is still developing. However, there is no way to solve this problem except for it to constantly present itself. Organizations can use artificial intelligence to improve their products, processes and decision making. The impact of artificial intelligence is felt in all industries, especially marketing. With the help of AI, companies are better equipped to combat crisis by using AI decision-making algorithms, identifying anomalies and predicting future behavior.

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