Publicação
Gen AI in marketing: a mixed-method study on its adoption and assimilation-learning, assimilation and routines
| Resumo: | The rapid diffusion of Generative AI is reshaping marketing analytics, yet organizational assimilation lags behind individual adoption. In response to this tension, this work project explores the adoption dynamics within Deloitte Portugal. The objective is to identify the technological, organizational, and environmental determinants of adoption, together with readiness, learning, and governance conditions shaping GenAI assimilation and scaling. To substantiate findings, the authors employed a mixed-methods approach, combining semi structured interviews and a quantitative survey. The study introduces the Extended GenAI Adoption and Assimilation Framework (E-GAAF), offering strategic recommendations for managing the transition from experimentation to scaled value. |
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| Autores principais: | Ferreira, Beatriz Carolina da Silva |
| Assunto: | GenAI Marketing analytics Technology adoption Mixed-methods Organizational readiness |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The rapid diffusion of Generative AI is reshaping marketing analytics, yet organizational assimilation lags behind individual adoption. In response to this tension, this work project explores the adoption dynamics within Deloitte Portugal. The objective is to identify the technological, organizational, and environmental determinants of adoption, together with readiness, learning, and governance conditions shaping GenAI assimilation and scaling. To substantiate findings, the authors employed a mixed-methods approach, combining semi structured interviews and a quantitative survey. The study introduces the Extended GenAI Adoption and Assimilation Framework (E-GAAF), offering strategic recommendations for managing the transition from experimentation to scaled value. |
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