A Process Study on the Perceptions of AI within the Marketing Technology Industry: Understanding the Perceptions of the Top Management of Agillic from a Complex Responsive Processes Perspective

Rasmus Duus Hedengran, Daniels Drinkis & Edgars Niedols

Studenteropgave: Kandidatprojekt


This paper presents a narrative on the perceptions on AI and automation within marketing of the top managers of the Danish B2B SaaS marketing company, Agillic. The continuous interactions with the managers on various platforms serve as the foundation of this narrative. By applying Ralph D. Stacey’s theoretical perspective of complex responsive processes, the authors argue that the managers perceive their interactions with their (potential) customers as strategic efforts of building lasting relationships. In an uncertain environment, the managers portray curiosity which is argued to be helpful to adapt to change. By aspiring to enter conversations with their customers, the managers are thereby able to confront the predictable unpredictabilites of the future.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato18 dec. 2018
Antal sider50
VejledereUffe Kjærgaard Hansen