Sitting Tight On A Big Tool: Are B2B Marketing Professionals Embracing AI To Mitigate Uncertainty?

Abstract

In this Master's Thesis, I will dive into the realm of Business-To-Business (B2B) Marketing, and the use of Artificial Intelligence (AI) in strategic decision-making to navigate through the multifaceted nature of uncertainty. By reviewing the established literature and connecting the theories of the complex dynamics of uncertainty, with the exploration of AI's applications within B2B Marketing, a rich context for the investigation of the synergy of these three concepts is created. My research question emerges from the collective insights into the role of AI in navigating uncertainty within B2B Marketing settings, thus, in this Master’s Thesis I will dive into and try to answer a central research question, as well as three supporting research questions.