Maya Heitkamp

Papers

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About

Dr. Maya Heitkamp is a pioneering researcher at the intersection of artificial intelligence and marketing, with a focused expertise in robotic process automation (RPA) and its transformative potential for business strategy. Her most-cited work, "On the Potentials of Artificial Intelligence in Marketing – The Case of Robotic Process Automation" (2021), critically examines the gap between AI's theoretical promise and its practical adoption in marketing, identifying key use cases where RPA can revolutionize customer engagement and operational efficiency. With 6 citations, this paper serves as a foundational reference for scholars and practitioners navigating AI integration in marketing. Heitkamp’s contributions lie in demystifying complex AI applications, offering actionable frameworks for companies to leverage automation without sacrificing human-centric strategies. Her research bridges technical innovation and real-world implementation, making her a sought-after voice in both academic and industry circles. By highlighting the untapped potential of AI in marketing, Heitkamp continues to shape how organizations rethink customer relationships and workflow automation, positioning her as a key figure in the evolving dialogue on digital transformation.