International Journal of Research Studies in Education
Special Luminary Issue
2025
Volume 14 Issue 5
Available Online: 20 February 2025
Author/s:
Guillen, Nelson Borrega, Jr.
De La Salle University – Manila, Philippines (nelson.guillen@dlsu.edu.ph)
Abstract:
The rapid advancement of artificial intelligence (AI) is driving a fundamental shift in marketing paradigms, challenging traditional human-centric models. This research explores the emerging concept of AI-to-AI (AI2AI) interactions and their implications for the future of marketing, posing the question: Are we witnessing the twilight of human-centric marketing? Through a systematic review of literature, this study synthesizes current research on AI’s role in marketing, the development of AI systems as both consumers and marketers, and the potential obsolescence of human-driven strategies. The review reveals that AI2AI interactions are becoming more prevalent, with AI systems autonomously managing tasks like content creation and consumer engagement. However, this phenomenon is progressing slowly and is not yet fully utilized; scholars suggest that first-world countries may experience widespread adoption of AI2AI marketing within the next nine years. While these developments signal a potential decline of human-centric approaches, the extent of this shift remains uncertain, raising important questions about the future balance between AI-driven and human-centered marketing strategies. As AI continues to evolve, marketing is poised for significant transformation, necessitating a reevaluation of the role of human involvement in future marketing landscapes.
Keywords: Artificial Intelligence, AI2AI marketing, human-centric marketing; future of marketing
DOI: https://doi.org/10.5861/ijrse.2025.25848
Cite this article:
Guillen, N. B., J. (2025). AI-mageddon: The dawn of AI2AI and the twilight of human-centric marketing? International Journal of Research Studies in Education, 14(5), 89-99. https://doi.org/10.5861/ijrse.2025.25848