Marketing is experiencing rapid transformation through AI adoption, yet over 80% of AI initiatives fail to deliver expected financial returns. Despite most CMOs experimenting with AI, fewer than 10% have successfully scaled it across marketing workflows. The gap between AI potential and actual value creation highlights the need for marketing processes centered on humans orchestrating AI, channels, and personalization as a continuous growth engine.
This special issue seeks high-quality research examining how human-centered AI can enhance strategic decision-making in marketing. It welcomes papers addressing responsible AI principles such as beneficence, autonomy, security, justice, and explicability, alongside practical challenges in marketing-specific AI governance, security risks in autonomous agents, algorithmic bias mitigation, and the reskilling of marketing teams for effective human-AI collaboration.