Beyond the Knowledge Frontier: An Epistemological Framework for Marketing Strategy in the Age of Artificial Intelligence
Published online on August 01, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
Artificial intelligence represents a fundamental disruption to marketing, yet existing research treats AI as an instrumental tool rather than an epistemological challenge. This paper makes an original theoretical contribution by reframing AI's impact as ...
Artificial intelligence represents a fundamental disruption to marketing, yet existing research treats AI as an instrumental tool rather than an epistemological challenge. This paper makes an original theoretical contribution by reframing AI's impact as ...