A study on the attitude, opinion, and usage of generative ai tools in sales & marketing - evidence from technology companies
Ricci, Charlotte Lopez · New University of Lisbon's Repository (New University of Lisbon) · 2023
This research employs a mixed methods approach, incorporating 10 expert interviews and a survey of 142 respondents using the Technology Acceptance Model. Qualitative insights reveal the challenge of differentiating between Traditional AI and Generative AI due to differing AI terminology. Positive sentiments align with the broader discourse on AI adoption. The quantitative analysis highlights age as a key factor influencing AI communication confidence. The study emphasizes the need for tailored communication strategies, addressing trust dynamics, enhancing AI literacy, and further exploring demographic influences on AI adoption. Actionable recommendations aim to optimize AI and promote ethical practices in the dynamic landscape.