Marketing scholars grapple with AI-driven relevance anxiety via Innovator's Dilemma
avicgoldfarb · x · 2026-10-22
Marketing scholar Avi Goldfarb cites a paper abstract noting that AI is creating extraordinary uncertainty for marketing managers, yet the field is questioning its own relevance just when its insights should matter most. Drawing on Clay Christensen's The Innovator's Dilemma, he argues this anxiety is expected: technological disruption makes relevance harder to recognize because the audience that matters going forward may differ from today's core audience.
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