Exploring the potential of AI to increase productivity in small marketing teams

Marketing scientists as well as practitioners believe that artificial intelligence (AI) holds the promise of productivity gains for organizations. However, there has been little scientific research into these theories. This study investigates the role of AI in enhancing marketing productivity, deriving insights from a case study conducted with the marketing team of an industrial software start-up. Drawing upon Case Study Analysis by Yin (2018) and Participatory Action Research by Kemmis and McTaggart (2007), the study employs a combination of survey interviews, AI tool research and AI tool testings. Key findings indicate that productivity gains are more likely than productivity impairments with the use of marketing AI tools. This effect is even stronger when knowledge workers possess high levels of AI skills and utilize AI tools with suitable capabilities. Having closely analyzed six marketing disciplines, particularly SEO / content and design demonstrated significant productivity gains including generative AI (GAI) tools the team already subscribed to like ChatGPT 4 and Canva, but also new AI solutions. While an AI tool’s level of integration only showed a weak positive productivity impact, future studies are suggested to further investigate this variable by comparing the effects of less advanced but more accessible tools like generative AI versus highly advanced, but less accessible business AI. Having navigated the vast and dynamic landscape of AI tools, insights further emphasize the importance of AI experience sharing and informed decision-making, implying knowledge of own user rights and always staying updated on AI advancements. Zooming out from process level, the work's literature review further highlights the role of environmental and organizational AI enablers, like budget allocation, fostering AI trust and mindset, but also implementing AI routines and responsibilities. Overall, this research underscores the imperative for companies, especially startups and SMEs, to explore AI technology as a means to enhance productivity and gain a competitive edge.