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34 Cihan University-Erbil Journal of Humanities and Social Sciences
10.24086/cuejhss.vol8n1y2024.pp34-39
Abstract––This review article examines articial intelligence (AI)’s role in strategic marketing decision-making. The researchers
interviewed experts with experience in decision-making and used Carrefour Iraq as a case study to identify themes on how humans use AI
for better strategic marketing decision-making. The key themes in this review were factors such as big data, eciency, quality, trust, and
limitations for prediction. The study has also looked into the marketing aspect of these themes within the scope of this research. The ndings
indicate that AI is recognized as a tool that may support humans in making strategic decisions in marketing. However, AI can technically
make such decisions without human intervention; people do not want to give AI-complete autonomy in decision-making. Furthermore,
the result implies that rather than making decisions independently, AI is more frequently applied to enhance strategic decision-making.
It suggests that Al aims to improve decision-making rather than supplant people in daily life. In addition, the study makes the case that
Al can assist humans in making better decisions by forecasting future scenarios that consider a particular action consequence.
Keywords—Articial intelligence, Big data, Marketing decision, Marketing, Strategic decision-making.
refers to a machine’s capacity to mimic the abilities of
the abundance of consumer data at businesses’ disposal have
The sole aim of the study is to understand the concept and
10.24086/cuejhss.vol8n1y2024.pp34-39
business has shifted from an operational perspective to a
from historical data to automate the corporate process to
The Al platform incorporates state-of-the-art neural and
people tend to form opinions about one another based on
A. Conceptual Framework
. 1 depicts the Colson model that
human accepts the machine’s potential actions and evaluates
uses human support to create a business decision instead of
36 Cihan University-Erbil Journal of Humanities and Social Sciences
10.24086/cuejhss.vol8n1y2024.pp34-39
study’s data and dependability can support and corroborate
A. AI and Big Data Analysis in Decision-making
businesses to predict brand perform better and understand
B. AI and Eciency in Decision-making
10.24086/cuejhss.vol8n1y2024.pp34-39
C. AI and the Quality of the Decision-making
that they only use their ads to reach potential clients.
psycho
D. Al and the Trust in Decision-making
There must be transparency in the input data to understand
table for their decisions depends on
only use the code or methods to process data. A pandemic
E. Al and the Limitations in Decision-making
only one of the situations discussed revealed problems
unpredictable
38 Cihan University-Erbil Journal of Humanities and Social Sciences
10.24086/cuejhss.vol8n1y2024.pp34-39
comments and used Carrefour as a case to identify the role
possible action option but does not employ Al to forecast
and data process. Al’s ability to foresee future occurrences
Carrefour as a case study.
data to consider their decisions as the system can process a
also a need to prove the development and enhancement of
A. Limitations and Future Research
could only be relevant to this particular circumstance. The
future researcher may need to collect data from a broader
been completed in such a short time.
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