Maria Petrescu

Embry-Riddle Aeronautical University, Business - Worldwide, Faculty Member

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Dr. Maria Petrescu is an Associate Professor of Marketing at Embry-Riddle Aeronautical University. Maria has a Ph.D. in Business Administration and Marketing from Florida Atlantic University and a M.B.A. from Nova Southeastern University.

She published in journals such as Psychology and Marketing, Public Management Review, Journal of Marketing Management, Journal of Retailing and Consumer Services, and Journal of Product and Brand Management. In 2014 she also published a book on Viral marketing and social networks.
Phone: 9546677832
Address: 1 Aerospace Bvd.
Daytona Beach FL 32114

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Hybrid intelligence: human–AI collaboration in marketing analytics

Journal of Marketing Analytics

Hybrid intelligence, also known as human-AI (artificial intelligence) collaboration, is a concept... more Hybrid intelligence, also known as human-AI (artificial intelligence) collaboration, is a concept that combines the strengths of both human intelligence and artificial intelligence to achieve better outcomes than either could achieve alone (Andonians 2023; Chowdhury 2022; Huang and Rust 2022). In marketing, hybrid intelligence can bring numerous benefits and is even more essential in the context of modern advancements in generative AI (Davenport and Mittal 2022). One way hybrid intelligence can benefit marketing is by enhancing customer experience and personalization. AI can analyze customer data, preferences, and behavior to provide insights, while human judgment can be used to create relevant and engaging content, offers, and interactions (Verhoef et al. 2015). This combination allows for a more personalized and tailored approach to marketing. Another benefit of hybrid intelligence in marketing is the improvement of campaign management and analytics (Andonians 2023). AI can automate tasks, optimize decisions, and provide insights, while human expertise is crucial in designing strategies, interpreting results, and taking action. This collaboration allows for more efficient and effective campaign management (Davenport 2018; Huang and Rust 2022). Hybrid intelligence also plays a role in addressing data privacy and ethical issues in marketing and advancing the marketing analytics field (SAS 2020). AI can be used to comply with regulations, protect customer data, and detect fraud, while human values should ensure transparency, accountability, and trust. This combination ensures that marketing practices aim to be ethical and in line with privacy regulations. The collaboration between human intelligence and AI brings significant advantages to the marketing domain. By combining human intuition and creativity with AI's computational capabilities, marketing strategies can be driven, campaign performances can be improved, and customer experiences can be personalized (Davenport 2018; Huang and Rust 2018). Hybrid intelligence is a powerful concept that can revolutionize the field of marketing, making it essential to explore its benefits and challenges for marketing strategy and analytics.

Maria Petrescu

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