The acceptance and adoption of artificial intelligence tools by marketing executives in Greek businesses

Abstract

Artificial Intelligence (AI) is revolutionizing marketing by enhancing traditional methods and driving innovation. This research investigates the adoption of AI by marketing executives in Greece, regardless of business size, using the Technology Acceptance Model (TAM) and the RACE framework. AI plays a crucial role in personalized marketing, data analysis, and customer service, significantly improving consumer engagement and business profitability. Through a LinkedIn-based survey of 157 marketing executives, with 71 respondents, the study reveals a strong positive attitude towards AI, emphasizing its ease of use and usefulness. Widely used tools such as ChatGPT and Canva AI are shown to enhance marketing strategy efficiency.

Statistical analysis indicates that perceived ease of use positively influences perceived usefulness and attitudes towards AI, which in turn affect the intention to use AI tools. Despite the numerous articles on how AI supports marketing activities, there is a notable lack of empirical studies demonstrating the adoption and utilization of AI tools by marketing executives. This research highlights AI's transformative impact on marketing and proposes future research directions, including the long-term effects of AI on marketing strategies and its acceptance across various sectors and regions.