International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 9
Available Online: 15 August 2024
Author/s:
Dadua, Nikisha Dolicanae D.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (nikishadadua@gmail.com)
Abstract:
Artificial Intelligence (AI) applications are booming within the business perspectives today. Organizations lean on applying and implementing them in their business processes for faster and easier maneuvers, innovation, and adaptation to the changing landscape of marketing. The primary aim of this project was to determine how marketing professionals perceive the use of AI applications and their effects on business communications. Specifically, it sought to describe the profile of the respondents in terms of their age, sex, and job background. In addition, the researcher used the key factors or indicators contributing to the impact of AI applications – AI as a tool and process implementation. To further identify the competencies of AI applications for the effects in business communication, the following indicators were considered in terms of business function, decision-making, tool efficiency and employee collaboration. The survey questionnaire was distributed to a total of 290 marketing professionals. Results reveal a minimal difference in the gender disparity of the respondents, with males holding 52.1% of the total population. The key findings revealed that most respondents (30.0%) were between the ages of 28 and 32. These demographic insights are critical for understanding marketing professionals’ perspectives. Meanwhile, respondents generally agree on the importance of AI for process automation, increasing productivity, and changing marketing tactics. There are also consistently expressed positive attitudes toward AI’s impact on business communications across the following competencies, including business function, decision-making, tool efficiency, and employee collaboration. All responses were found to be non-significant when analyzed by age, gender, and employment history, except for a significant difference in the role of AI as a tool when grouped by sex. The proposed action plan is to continue adapting the use of AI applications in business communication processes. Furthermore, this will leverage business consistency to support a comprehensive approach to AI adoption by emphasizing the benefits AI offers to various aspects of business communication and marketing operations.
Keywords: Artificial Intelligence, business communication, marketing professionals
DOI: https://doi.org/10.5861/ijrsm.2024.1222
Cite this article:
Dadua, N. D. D. (2024). Artificial Intelligence applications and effects on business communication among marketing professionals. International Journal of Research Studies in Management, 12(9), 57-68. https://doi.org/10.5861/ijrsm.2024.1222