Transforming Marketing Distribution with AI: A Qualitative Analysis of Industry Challenges


This paper explores critical operational obstacles in marketing distribution as identified by industry leaders and examines potential artificial intelligence (AI) solutions to address these challenges. Through qualitative interviews with five senior managers from prominent firms attending GITEX Africa 2024, we uncovered recurring distribution obstacles and mapped these against emerging AI capabilities. Using thematic analysis, we identified five major distribution constraints: supply chain bottlenecks, unpredictable demand fluctuations, personalization challenges, delayed market responsiveness, and ethics/trust concerns. Our findings suggest that while AI offers promising solutions, implementation requires careful consideration of both technological and human factors. This study contributes practical insights for marketing professionals seeking to leverage AI technologies while navigating the complex distribution landscape.


full text : https://ieeexplore.ieee.org/document/11122734/

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