Jens K. Perret

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About

Jens K. Perret is a researcher whose work bridges the frontiers of artificial intelligence and marketing, with a particular focus on the transformative potential of robotic process automation (RPA). His most-cited paper, "On the Potentials of Artificial Intelligence in Marketing – The Case of Robotic Process Automation" (2021, 6 citations), critically examines why AI applications have not yet achieved widespread acceptance in marketing, despite their enormous potential to fundamentally reshape the field. Perret’s contribution lies in systematically analyzing current AI applications and identifying concrete use cases where RPA can drive efficiency and innovation in marketing operations. By highlighting the gap between technological promise and practical adoption, he provides a roadmap for companies seeking to integrate AI into their marketing strategies. His work underscores the strategic importance of AI for competitive advantage, making it highly relevant for both academics and practitioners. Perret’s research serves as a vital resource for students and researchers exploring the intersection of emerging technologies and business functions, offering actionable insights into how AI can revolutionize marketing processes.