Artificial Intelligence in global marketing campaigns – Between human creativity and algorithmic precision

Abstract

This article analyzes the impact of artificial intelligence (AI) on global marketing campaigns through a qualitative comparative analysis of nine case studies from various industries and markets. Using a four-level typology of human–AI collaboration, the study demonstrates that AI enhances personalization, automation, and operational efficiency but cannot replace human creativity, intuition, and cultural sensitivity. Combining a structured literature review with case-based evidence, the paper reveals the growing importance of hybrid models in which algorithmic technologies support creative processes. The findings show that the most successful campaigns emerge from the synergy between AI’s analytical capabilities and human emotional competence. The article contributes to international marketing theory by integrating technological, creative, and cultural perspectives and offers practical recommendations for managers on the ethical and sustainable use of AI in complex, multicultural market contexts.