The doctoral dissertation examines the strategic challenges associated with the use of artificial intelligence (AI) in the Cypriot agri-food sector. As large global marketing networks increasingly incorporate artificial intelligence (AI) to make things more efficient, predictive and personalized, smaller more conventional economies are falling behind. Cyprus provides a strong case study due to its rich culinary traditions, strong place-based food identity, and a rapidly evolving digital environment. The research provides a methodological framework based on the philosophical paradigm of critical realism. Establishing a theoretical framework and background to the work, based on fundamental theories and recent research findings, is the first step in the process. The literature is then thoroughly and methodically surveyed and 1935 sources are analyzed. The PRISMA was employed to narrow this to 180 relevant publications , providing both theoretical clarity and empirical grounding. This is followed by qualitative insights, based on 16 semi-structured interviews with decision makers, marketers and policymakers from four sub-sectors of the food industry: dairy, wine, olive oil and bread. Quantitative findings are based on a questionnaire-based survey of 117 manufacturers examined the relationships between digital readiness (digital maturity), emotional resistance and AI adoption intentions. Manufacturers are aware that AI can enhance brand storytelling, expand the market and help manage uncertainty. Resistance to AI stems from their concern that, due to the speed of technological progress, they do not have the appropriate digital skills. Qualitative evidence indicates that many manufacturers frame AI not merely as a tool, but as a ‘stranger’ that must be trusted before it can be accepted. The research resulted in a framework for AI adoption, tailored to industries deeply rooted in local culture. The concept is built on three core components: emotional engagement (trust, cultural embeddedness, and identity 3 preservation), ecosystem fit (policy, infrastructure, and knowledge networks), and organizational readiness (skills, leadership, and structure). These insights advance the academic discourse on digital transformation and the ethics of AI, providing a practical and theoretical framework for policymakers, business leaders, and smallscale manufacturers. This dissertation argues that effective AI integration can enhance consumer-centred marketing while preserving local identity and strengthening strategic purpose, and open new paths for the harmonious interweaving of innovation and historical heritage. In the context of Cyprus and similar economies, the future of food marketing depends on both technological capability and the strategic, ethical, and culturally aligned way in which AI is implemented.
Strategic Artificial Intelligence Marketing Integration: A Consumer-Centred Roadmap for the Cyprus Agri-food Industry - Identifier: 6409
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