Artificial intelligence and the transformation of marketing in creative industries: implications for marketing, education, and emerging professions

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Published: 2026-06-30

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Paulo Faustino
Universidade do Porto
Portugal
https://orcid.org/0000-0003-4131-5909
Wilson Caldeira
FLUP - Porto
Portugal
https://orcid.org/0009-0000-1609-9867
Vol. 30 No. 1 (2026), Monograph june 2026. Marketing Education and the Emergence of New Professions, pages 21-38

DOI:

https://doi.org/10.17979/redma.2026.30.1.13368
Submitted: 2026-03-15 Published: 2026-06-30
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Abstract

The growing presence of artificial intelligence (AI) across creative and cultural industries (CCIs) is transforming creative production processes, value chains, and audience engagement. These changes are particularly relevant for marketing, as algorithm-driven digital platforms increasingly shape how cultural products are distributed, promoted, and consumed. This article examines the role of AI in transforming marketing practices within creative industries and explores its implications for emerging marketing professions and marketing education. Drawing on recent literature on AI, digital platforms, and cultural industries, the study analyses how algorithmic recommendation systems, automated content generation, and data-driven personalization are redefining marketing strategies and professional competencies. The findings indicate that marketing professionals increasingly need to combine creative skills with data literacy, digital platform management, and ethical awareness. The study concludes that greater AI literacy, digital analytics, and interdisciplinary learning are essential to meet the evolving demands of the digital creative economy, and should therefore be central to marketing education curricula to prepare future professionals for hybrid roles at the intersection of technology, creativity, and strategic communication.

Keywords:

artificial intelligence, marketing education, creative industries, digital marketing, emerging professions, algorithmic platforms

Article Details

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