Transformation of marketing profession through application of generative artificial intelligence (Gen AI)

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Abstract
This study investigates the practical implementation and impact of Generative AI (Gen AI) on marketing practices within the transitional economy of Serbia. Employing a qualitative, exploratory research design, we conducted semi-structured in-depth interviews with ten senior marketing professionals from leading Serbian companies across diverse sectors, including FMCG, telecommunications, and marketing agencies. The thematic analysis of data has revealed that while GEN AI adoption is growing, its application varies significantly between agile agencies and more structured corporations. Participants overwhelmingly cite enhanced efficiency, time savings and accelerated creative workflows as primary benefits. However, the research has also identified critical challenges, including the risks of "AI hallucinations", ethical concerns regarding data privacy and authenticity, and the potential for job displacement in operational roles. The findings point to the conclusion that the role of a marketing manager is not threatened but is evolving into a more strategic function. Successful integration of GEN AI in the Serbian market is contingent upon robust employee education, establishment of clear ethical guidelines, and the strategic adaptation of AI to leverage it as a creative partner rather than a replacement.
Funding Information
  • Ministarstvo Prosvete, Nauke i Tehnološkog Razvoja (451-03-68/2020-14/200131)

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