Thursday 19 June 2025

Risk and Reputation: Managing Trust and Integrity in AI Powered Marketing

In a comprehensive analysis of over 400 AI use cases across 19 industries and nine business functions, McKinsey & Company identified that AI's greatest potential value lies primarily in marketing and sales (Chui et al., 2018). However, hesitancy towards AI adoption is often due to confusion about its practical applications, a "wait and see" attitude, fear of the unknown, and concerns about the investment required for implementation (Puntoni et al., 2021). This presentation will explore how flexible frameworks for adoption and implementation can enhance transparency and build trust among all stakeholders, from organizations and their staff, and target audiences.