Research group Marketing & Customer Experience

Research by McKinsey states that marketing is the field where AI will contribute greatest value, for example with personalization. This radically changes the stakeholder field in which marketers operate when using personalization algorithms, by working together with data scienstis, AI-architects and data engineers more often. This research focuses on the question which guidelines for marketers are required to come to a responsible personalization practice.

The transition to a circular economy needs a push—only 6% of Dutch companies actively embrace circularity. This presents an opportunity for marketing!

Interviews with various public service providers show that providing the “Human Dimension” (“Menselijke Maat”) to citizens is often not secured in regular work processes and customer systems of public organizations. This is a major focus of both the government and KIA MV and too often leads to escalation of (complex) questions to customized solutions.