From Automation to Collaboration: Exploring the Synergy between Digital Marketers and Artificial Intelligence in Pakistan

Abstract

Drawing upon the theoretical perspective of Mechanical Affordance, the study investigates evolving relationship between digital marketers in Pakistan and artificial intelligence (AI) technologies in marketing practices. With a focus on the transition from automation to collaboration, it examines the potential synergy between digital marketers and AI tools. By employing survey method on 300 participants, selected through convenience sampling through a questionnaire developed on 5 points Likert Scale, the study gathers insights on collaboration practices, challenges, and perceptions of digital marketers and seeks to enhance collaboration between human marketers and AI tools, leading to improved marketing outcomes and customer experiences in Pakistan.