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Marketing Without Marketers? The Emergence of Vibe Marketing in an AI-driven Era

Truedsson Andersson, Axel and Ribeiro Nunes, Renato Filipe LU (2025) SKDK11 20251
Department of Strategic Communication
Abstract
Marketing without marketers? The rise of vibe marketing in the age of AI

This thesis explores vibe marketing as a conceptual and operational model for fully automated digital marketing, enabled by generative AI. As technological developments reshape the marketing landscape, vibe marketing emerges as a novel approach that replaces traditional team structures with orchestrated AI systems. Drawing on marketing theory, content analysis, and an experimental case study, the research investigates whether current generative tools can autonomously execute campaign workflows, from ideation and content creation to performance tracking, without human involvement.
The study is grounded in a qualitative abductive methodology, incorporating a content... (More)
Marketing without marketers? The rise of vibe marketing in the age of AI

This thesis explores vibe marketing as a conceptual and operational model for fully automated digital marketing, enabled by generative AI. As technological developments reshape the marketing landscape, vibe marketing emerges as a novel approach that replaces traditional team structures with orchestrated AI systems. Drawing on marketing theory, content analysis, and an experimental case study, the research investigates whether current generative tools can autonomously execute campaign workflows, from ideation and content creation to performance tracking, without human involvement.
The study is grounded in a qualitative abductive methodology, incorporating a content analysis of practitioner discourse on social media and a controlled experiment simulating an AI-generated campaign for a Swedish e-commerce brand. Findings indicate that while generative AI can produce viable outputs in text and image generation, significant limitations persist in coherence, brand alignment, and inter-system communication. A survey of informed respondents further highlighted quality inconsistencies, especially in video and audio content.
The thesis contributes to the emerging academic understanding of AI in marketing by conceptualizing vibe marketing as a distinct paradigm. It also discusses the implications for future marketing workflows and the risks of creative homogenization. (Less)
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author
Truedsson Andersson, Axel and Ribeiro Nunes, Renato Filipe LU
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Vibe marketing, generative AI, marketing, digital marketing, e-commerce
language
English
id
9192863
date added to LUP
2025-06-17 09:43:32
date last changed
2025-06-17 09:43:32
@misc{9192863,
  abstract     = {{Marketing without marketers? The rise of vibe marketing in the age of AI

This thesis explores vibe marketing as a conceptual and operational model for fully automated digital marketing, enabled by generative AI. As technological developments reshape the marketing landscape, vibe marketing emerges as a novel approach that replaces traditional team structures with orchestrated AI systems. Drawing on marketing theory, content analysis, and an experimental case study, the research investigates whether current generative tools can autonomously execute campaign workflows, from ideation and content creation to performance tracking, without human involvement.
The study is grounded in a qualitative abductive methodology, incorporating a content analysis of practitioner discourse on social media and a controlled experiment simulating an AI-generated campaign for a Swedish e-commerce brand. Findings indicate that while generative AI can produce viable outputs in text and image generation, significant limitations persist in coherence, brand alignment, and inter-system communication. A survey of informed respondents further highlighted quality inconsistencies, especially in video and audio content.
The thesis contributes to the emerging academic understanding of AI in marketing by conceptualizing vibe marketing as a distinct paradigm. It also discusses the implications for future marketing workflows and the risks of creative homogenization.}},
  author       = {{Truedsson Andersson, Axel and Ribeiro Nunes, Renato Filipe}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Marketing Without Marketers? The Emergence of Vibe Marketing in an AI-driven Era}},
  year         = {{2025}},
}