AI adaption in digital marketing : An investigation on marketers’ expectations from AI, and the applicable knowledge on search engine marketing.

Abstract: Abstract The following research conceptualizes the applicability of AI in search engine marketing. Following a rigorous investigation on professionals’ opinions, the investigation regards their perceptual understanding of the applicable AI practices and the required level of interrelated knowledge to technical applicability for a more successful marketing strategy. Purpose Digitalization has changed many industrial sectors towards becoming technologically dependent. These technological advancements are somewhat visible by professionals and applicable in their industry. The thesis examines AI’s applicability in search engine marketing and the understanding of professionals in its handling. Based on research that identifies marketers’ misperceptions of AI to be ineffective in marketing, and other research that finds technical knowledge in AI as connected to successful marketing management. This investigation intends to examine marketers’ expectations from AI, and compare that to what AI professionals think that should be expected. Thus, with the knowledge acquired through the interviews and theory review, this research intends to summarize marketers’ expectations from AI in search engine marketing, and the AI knowledge that should be expected from a marketer. Method The research methods are qualitative, applying practices such as online interviews with open-end questions and template analysis to classify the data collection. On the first level, this research distinguished between marketers’ expectations from AI and current AI capabilities. In advance, focus on Google AI in search engine marketing, to investigate a specific search engine. Finally, establishing an expectancy of marketers’ knowledge in AI, relational to search engine marketing. Findings While technical understanding in AI infrastructures may increase problem-solving capabilities in search engine marketing, technical proficiency in AI is not among the primary contributors for successful marketing. The research findings show a different result from the expected outcome on knowledge requirements. And while marketers hold high expectations from the automation of search engine marketing, however, they are certain of the irreplaceable human contribution in creating abstract and strategic development. Keywords Artificial Intelligence (AI), Search engine marketing (SEM), Knowledge management