Künstliche Intelligenz

Marketing & Artificial Intelligence

We examine the interplay between marketing management and managerial decisions, psychology and individual perceptions of AI, technology, and ethics.


We are a team of researchers, who investigate AI-induced managerial decision-making in marketing. Specifically, we analyze the intersection between four fields: marketing management (managerial decisions), psychology (individual perception of AI), technology (AI), and ethics (e.g., explainability, responsibility). In particular, we want to highlight the importance of combining humans and AI in the strategic decision process and initiate further research to build in ethical considerations of AI in managerial decisions that companies need to address in marketing. We tackle this interdisciplinary topic and answer the following research questions:

  • How can Marketing Managers thrive in the age of AI and benefit from its potential to create value?
  • What are the current and future trends as well as challenges of using AI in marketing management?
  • How might a collaboration with AI look like for marketing managers?
  • How does managers’ perceived responsibility and its drivers influence the willingness to accept a recommendation?
  • How do managers perceive a certain explainability of AI-based decision input?
Porträt Prof. Dr. Sven Reinecke
Prof. Dr.
Sven Reinecke
  • Porträt Prof. Dr. Sven Reinecke
    Prof. Dr.
    Sven Reinecke


Artificial Intelligence in managerial decisions: Understanding perceived responsibility and willingness to accept a recommendation
2022 AMA Winter Academic Conference – Las Vegas, USA (forthcoming).

Gioia Volkmar
Managerial Decisions in Marketing: The Individual Perception of Explainable Artificial Intelligence
ICMarkTech'21 – International Conference on Marketing and Technologies – Tenerife (forthcoming).

Gioia Volkmar
Künstliche Intelligenz im Marketing: Möglichkeiten und Herausforderungen
Die Unternehmung: Swiss journal of business research and practice, 2021, 75 (3), 359–375.

Gioia Volkmar, Sven Reinecke & Peter Mathias Fischer
Intelligent Systems: Towards understanding the perceived responsibility for managerial decisions in marketing
Proceedings of the European Marketing Academy, 2020, 49th, (64541).

Gioia Volkmar
How can Marketing Manager thrive in the age of Artificial Intelligence?
ICMarkTech'19 – International Conference on Marketing and Technologies – Porto.

Gioia Volkmar
Marketing-Entscheidungen: Der Einfluss Künstlicher Intelligenz auf den Management-Entscheidungsprozess
in: Marketing Weiterdenken, 2020, 437–452, Springer, Wiesbaden.

Sven Reinecke