Artificial Intelligence is changing the way companies organize themselves and manage their staffing.
Employee engagement is a crucial component to short- and long-term sustainable growth in today's rapidly changing, innovative, and agile marketing environments. This chapter outlines the ways AI is utilized in relation to employee engagement strategies in marketing organizations. The following examples of AI applications have been included: predictive analytics, sentiment analysis, intelligent automation, chatbots and personalized learning platforms. AI technology can enhance employee experience, provide real-time feedback, develop skills, and improve internal communications. By implementing AI into the HR and marketing systems, an organisation can make informed data-driven decisions, create personalised engagement programs for employees, and provide a transparent workplace. This chapter illustrates how employee engagement strategies utilizing AI can have a positive impact on employee motivation, productivity, creativity and retention — all of which can improve the overall marketing performance of an organisation. In addition, issues surrounding ethical considerations and human–AI collaboration are discussed. Based on the literature and empirical findings, the chapter proposes a conceptual framework linking AI adoption, employee engagement and sustainable marketing outputs, and demonstrates that AI-enhanced employee engagement strategies can lead to long-term
organisational success.