STRATEGIC ROLE OF HUMAN CAPITAL IN NAVIGATING HYBRID MARKETINGCUSTOMER-BASED IN CREATIVE INDUSTRIES IN THE AI ERA: AN SLR STUDY
Main Article Content
Junef Ismailiyanto
Iman Hasan Ansyari MN
Digital transformation triggered by advances in artificial intelligence (AI) has driven the emergence of various new marketing models, including hybrid marketing (HM) that combines digital and traditional approaches; offline and online. Amidst these changes, the strategic role of Human Capital (HC) becomes crucial, especially in the creative industry that relies heavily on innovation, empathy, and customer engagement. This study aims to systematically explore how academic literature defines, conceptualizes, and evaluates the contribution of HC in the implementation of customer-based HM in the AI era, focusing on the creative industry sector. The Systematic Literature Review (SLR) method was used based on the PRISMA 2020 protocol. The literature was taken from the Scopus, SpringerLink, and Emerald Insight databases with a scope of publications from 2015 to June 10, 2025. Of the 8,297 articles identified, 65 articles were reviewed systematically and thematically. The findings group four main themes: (1) the strategic role of HC in guiding customer-based HM in the AI era; (2) adaptive competency of HR towards technology integration; (3) human-AI synergy in customer value creation; (4) the role of empathy, creativity, and soft skills in maintaining emotional closeness to customers; and (5) the challenges of digital transformation to marketing structures and functions in the creative industry. Practical implications include the need for HR reskilling, organizational transformation, and strengthening customer-based marketing strategies. The novelty of this study lies in the synthesis of literature that connects HC, AI, and hybrid marketing in the creative industry landscape. Its theoretical contribution opens up space for further exploration of customer-oriented human–AI collaborative models.
Akbar, R., & Widowati, R. (2024). Trends in Digital Transformation and Marketing Productivity. International Research Journal of Multidisciplinary Scope (IRJMS), 5(4), 266–282. https://doi.org/10.47857/irjms.2024.v05i04.01608
Alexander, W. R. J., & Belloni, R. (2024). Artificial Intelligence and the Sustainability of the Signaling and Human Capital Roles of Higher Education. Sustainability (Switzerland), 16(20). https://doi.org/10.3390/su16208802
Aljabari, M., Althuwaini, S., Bouguerra, A., Sharabati, A. A. A., Allahham, M., & Allan, M. (2024). The impact of digital marketing strategies on innovation: The mediating role of AI: A critical study of SMEs in the KSA market. International Journal of Data and Network Science, 8(4), 2029–2036. https://doi.org/10.5267/j.ijdns.2024.7.006
An, M., Lin, J., & Luo, X. (Robert). (2024). The impact of human AI skills on organizational innovation: The moderating role of digital organizational culture. Journal of Business Research, 182, 114786. https://doi.org/10.1016/J.JBUSRES.2024.114786
Anantrasirichai, N., & Bull, D. (2022). Artificial intelligence in the creative industries: a review. Artificial Intelligence Review, 55(1), 589–656. https://doi.org/10.1007/s10462-021-10039-7
Andersson, S., Aagerup, U., Svensson, L., & Eriksson, S. (2024). Challenges and opportunities in the digitalization of the B2B customer journey. Journal of Business and Industrial Marketing, 39(13), 160–174. https://doi.org/10.1108/JBIM-12-2023-0714
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2024). Impact of embedded AI mobile smart speech recognition on consumer attitudes towards AI and purchase intention across Generations X and Y. European Journal of Management Studies, 29(1), 3–29. https://doi.org/10.1108/ejms-03-2023-0019
Aydin, E., Rahman, M., & Ozeren, E. (2023). Does Industry 5.0 Reproduce Gender (In)equalities at Organisations? Understanding the Interaction of Human Resources and Software Development Teams in Supplying Human Capitals. Information Systems Frontiers. https://doi.org/10.1007/s10796-023- 10450-1
Badghish, S., & Soomro, Y. A. (2024). Artificial Intelligence Adoption by SMEs to Achieve Sustainable Business Performance: Application of Technology–Organization–Environment Framework. Sustainability (Switzerland) , 16(5). https://doi.org/10.3390/su16051864
Baltacı, D. Ç., Durmaz, Y., & Baltacı, F. (2025). The mediating role of attitudes in the effect of human and environment-centered value orientation on green cosmetic product purchasing behavior: comparison of different countries. Environment, Development and Sustainability. https://doi.org/10.1007/s10668- 025-06173-9
Beyari, H., Hashem, T. N., & Alrusaini, O. (2024). Neuromarketing: Understanding the effect of emotion and memory on consumer behavior by mediating the role of artificial intelligence and customers’ digital experience. Journal of Project Management (Canada), 9(4), 323–336. https://doi.org/10.5267/j.jpm.2024.9.001
Binlibdah, S. (2024). Investigating the Role of Artificial Intelligence to Measure Consumer Efficiency: The Use of Strategic Communication and Personalized Media Content. Journalism and Media, 5(3), 1142– 1161. https://doi.org/10.3390/journalmedia5030073
Bîzoi, A. C., & Bîzoi, C. G. (2024). Neuroethical implications of AI-driven productivity tools on intellectual capital: a theoretical and econometric analysis. Journal of Intellectual Capital, 26(7), 1–23. https://doi.org/10.1108/JIC-07-2024-0218
Booyse, D., & Scheepers, C. B. (2024). Barriers to adopting automated organisational decision-making through the use of artificial intelligence. Management Research Review, 47(1), 64–85. https://doi.org/10.1108/MRR-09-2021-0701
Botti, A., & Baldi, G. (2024). Business model innovation and Industry 5.0: a possible integration in GLAM institutions. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-09-2023- 0825
Bottrill, C. (2022). Human capital futures: an educational perspective. Journal of Tourism Futures, 8(2), 254–258. https://doi.org/10.1108/JTF-04-2021-0101
Bukartaite, R., & Hooper, D. (2023). Automation, artificial intelligence and future skills needs: an Irish perspective. European Journal of Training and Development, 47(10), 163–185. https://doi.org/10.1108/EJTD-03-2023-0045
Carlisle, S., Ivanov, S., & Dijkmans, C. (2023). The digital skills divide: evidence from the European tourism industry. Journal of Tourism Futures, 9(2), 240–266. https://doi.org/10.1108/JTF-07-2020- 0114
Church, N. J. (2024). Maintaining Your Marketing Competitiveness Through Marketing Innovations.
Mercados y Negocios, 2024(51), 3–30. https://doi.org/10.32870/myn.vi51.7713
de Mattos, C. A., Correia, F. C., & Kissimoto, K. O. (2024). Artificial Intelligence Capabilities for Demand Planning Process. Logistics, 8(2). https://doi.org/10.3390/logistics8020053
Elnaggar, E. A., Abdelrahman, A. I., Arab, M. A. A., Khalifa, H. A. M., Alotaibi, M. N., Alhomaid, A., Eleraki, R. A. M., & Aziz, S. Z. A. (2025). The Artificial Intelligence Application and Its Influence on the Marketing Innovation: Mediation of The Marketing knowledge Management An applied study on The Egyptian Public Commercial Banks. Qubahan Academic Journal, 5(1), 842–859. https://doi.org/10.48161/qaj.v5n1a1627
Gerlich, M. (2025). The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making. AI (Switzerland), 6(1). https://doi.org/10.3390/ai6010011
Gieselmann, M., Erdsiek, D., Rost, V., & Sassenberg, K. (2025). Do managers accept artificial intelligence? Insights into the role of business area and AI functionality. Journal of Economic Psychology, 108. https://doi.org/10.1016/j.joep.2025.102804
Giuggioli, G., & Pellegrini, M. M. (2023). Artificial intelligence as an enabler for entrepreneurs: a systematic literature review and an agenda for future research. In International Journal of Entrepreneurial Behaviour and Research (Vol. 29, Issue 4, pp. 816–837). Emerald Publishing. https://doi.org/10.1108/IJEBR-05-2021-0426
Gkikas, D. C., & Theodoridis, P. K. (2024). Predicting Online Shopping Behavior: Using Machine Learning and Google Analytics to Classify User Engagement. Applied Sciences (Switzerland), 14(23). https://doi.org/10.3390/app142311403
Gonzales, J. T. (2023). Implications of AI innovation on economic growth: a panel data study. Journal of Economic Structures, 12(1). https://doi.org/10.1186/s40008-023-00307-w
Gündüzyeli, B. (2024). Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management. Sustainability (Switzerland), 16(23). https://doi.org/10.3390/su162310511
Haque, A., Akther, N., Khan, I., Agarwal, K., & Uddin, N. (2024). Artificial Intelligence in Retail Marketing: Research Agenda Based on Bibliometric Reflection and Content Analysis (2000–2023). Informatics, 11(4). https://doi.org/10.3390/informatics11040074
Hartmann, J., Exner, Y., & Domdey, S. (2025). The power of generative marketing: Can generative AI create superhuman visual marketing content? International Journal of Research in Marketing, 42(1), 13–31. https://doi.org/10.1016/j.ijresmar.2024.09.002
Hendrayati, H., Achyarsyah, M., Marimon, F., Hartono, U., & Putit, L. (2024). The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape. Emerging Science Journal, 8(6), 2343–2359. https://doi.org/10.28991/ESJ-2024-08-06-012
Hoffmann, A., Kanbach, D. K., & Kraus, S. (2025). Entrepreneurship through acquisition in the digital age: exploring website ownership patterns and motivations for selling. Journal of Enterprising Communities. https://doi.org/10.1108/JEC-08-2024-0144
Horton, A. (2024). Causal Economic Machine Learning (CEML): “Human AI.” AI, 5(4), 1893–1917. https://doi.org/10.3390/ai5040094
Iqbal, A., Zhang, W., & Jahangir, S. (2025). Building a Sustainable Future: The Nexus Between Artificial Intelligence, Renewable Energy, Green Human Capital, Geopolitical Risk, and Carbon Emissions Through the Moderating Role of Institutional Quality. Sustainability (Switzerland), 17(3). https://doi.org/10.3390/su17030990
Isnaini, S., & Muslimin, A. I. (2024). The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education. Studies in Media and Communication, 12(4), 10–16. https://doi.org/10.11114/smc.v12i4.7013
Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025). Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 20(1). https://doi.org/10.3390/jtaer20010017
Karimova, G. Z., Kim, Y. D., & Shirkhanbeik, A. (2024). Poietic symbiosis or algorithmic subjugation: generative AI technology in marketing communications education. Education and Information Technologies. https://doi.org/10.1007/s10639-024-12877-8
Kim, B. J., Kim, M. J., & Lee, J. (2025). The dark side of artificial intelligence adoption: linking artificial intelligence adoption to employee depression via psychological safety and ethical leadership. Humanities and Social Sciences Communications, 12(1). https://doi.org/10.1057/s41599-025-05040- 2
Lee, H. K. (2022). Rethinking creativity: creative industries, AI and everyday creativity. Media, Culture and Society, 44(3), 601–612. https://doi.org/10.1177/01634437221077009
Lee, W. J. (2024). SERVICE FAILURE BY HUMAN, SERVICE RECOVERY BY AI CHATBOT: THE IMPACT OF JUSTICE, AI EFFICACY ON RECOVERY EFFORT. Virtual Economics, 7(4), 48–63.
https://doi.org/10.34021/ve.2024.07.04(3)
Levy, P., Morecroft, J., & Rashidirad, M. (2020). Developing a transformational digital strategy in an SME: The role of responsible management. Emerald Open Research, 2, 52. https://doi.org/10.35241/emeraldopenres.13842.1
Linnenluecke, M. K., Marrone, M., & Singh, A. K. (2020). Conducting systematic literature reviews and bibliometric analyses. Australian Journal of Management, 45(2), 175–194. https://doi.org/10.1177/0312896219877678/ASSET/806B9CC2-6A6A-48FD-93D2-
E90818/ASSETS/IMAGES/LARGE/10.1177_0312896219877678-FIG7.JPG
Liu, G., Zhang, S. X., Ko, W. W., Jahanshahi, A. A., Chen, Y., & John, J. (2025). Causation processes and innovation strategy in small- and medium-sized firms in emerging countries: The moderating role of founder-CEOs’ human capital. Technological Forecasting and Social Change, 212. https://doi.org/10.1016/j.techfore.2024.123954
Magableh, I. K., Mahrouq, M. H., Ta’Amnha, M. A., & Riyadh, H. A. (2024). The Role of Marketing Artificial Intelligence in Enhancing Sustainable Financial Performance of Medium-Sized Enterprises Through Customer Engagement and Data-Driven Decision-Making. Sustainability (Switzerland),
(24). https://doi.org/10.3390/su162411279
Mikhlina, A., & Saukkonen, J. (2024). Using Personas in Human Capital Management: A Novel Concept Affected by Legal, Ethical and Technological Considerations. Electronic Journal of Knowledge Management, 22(2), 50–62. https://doi.org/10.34190/ejkm.22.2.3594
Mukerjee, J., Thurik, R., Torrès, O., & Wismans, A. (2023). Measuring organizational play in small businesses. Management Review Quarterly, 74(4), 2443–2476. https://doi.org/10.1007/S11301-023- 00363-3/TABLES/7
Mukherjee, A. N. (2022). Application of artificial intelligence: benefits and limitations for human potential and labor-intensive economy – an empirical investigation into pandemic ridden Indian industry. Management Matters, 19(2), 149–166. https://doi.org/10.1108/manm-02-2022-0034
Naz, H., & Kashif, M. (2024). Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-06-2023- 0154
Öztaş, Y. E., & Arda, B. (2025). Re-evaluating creative labor in the age of artificial intelligence: a qualitative case study of creative workers’ perspectives on technological transformation in creative industries. AI and Society. https://doi.org/10.1007/s00146-025-02180-6
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. BMJ, 372. https://doi.org/10.1136/BMJ.N71
Pașcalău, S. V., Popescu, F. A., Bîrlădeanu, G. L., & Gigauri, I. (2024). The Effects of a Digital Marketing Orientation on Business Performance. Sustainability (Switzerland), 16(15). https://doi.org/10.3390/su16156685
Petrescu, M., & Krishen, A. S. (2023). Hybrid intelligence: human–AI collaboration in marketing analytics. In Journal of Marketing Analytics (Vol. 11, Issue 3, pp. 263–274). Palgrave Macmillan. https://doi.org/10.1057/s41270-023-00245-3
Qi, T., Liu, H., & Huang, Z. (2025). An assistant or A friend? The role of parasocial relationship of human- computer interaction. Computers in Human Behavior, 167. https://doi.org/10.1016/j.chb.2025.108625
Rademakers, E., & Zierahn-Weilage, U. (2024). New Technologies: End of Work or Structural Change?
Economists’ Voice. https://doi.org/10.1515/ev-2024-0046
Reed, C., Wynn, M., & Bown, R. (2025). Artificial Intelligence in Digital Marketing: Towards an Analytical Framework for Revealing and Mitigating Bias. Big Data and Cognitive Computing, 9(2). https://doi.org/10.3390/bdcc9020040
Rita, P., Omran, W., Ramos, R. F., & Costa, T. (2025). Exploring the Applications of Artificial Intelligence in Marketing: A Topic Modelling Analysis. Tourism & Management Studies, 21(1), 39–55. https://doi.org/10.18089/tms.20250103
Safuan, & Syafira, A. (2024). Artificial Intelligence in Indonesian Ports: Opportunities and Challenges.
Transactions on Maritime Science, 13(2). https://doi.org/10.7225/toms.v13.n02.w07
Sarto, F., Saggese, S., Viganò, R., & Mauro, M. (2020). Human capital and innovation: mixing apples and oranges on the board of high-tech firms. Management Decision, 58(5), 897–926. https://doi.org/10.1108/MD-06-2017-0594
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.07.039
Song, X., & Bonanni, C. (2024). AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction. Journal of Theoretical and Applied Electronic Commerce Research , 19(4), 3067–3087. https://doi.org/10.3390/jtaer19040148
Stancu, A., & Panait, M. (2025). Marketing Strategy Metamorphosis Under the Impact of Artificial Intelligence Services. Systems, 13(4). https://doi.org/10.3390/systems13040227
Thottoli, M. M., Cruz, M. E., & Al Abri, S. S. S. (2025). The incubation revolution: transforming entrepreneurial education with artificial intelligence. Asia Pacific Journal of Innovation and Entrepreneurship, 19(1), 2–23. https://doi.org/10.1108/APJIE-11-2023-0221
Willcocks, L. P. (2024). Automation, digitalization and the future of work: A critical review. Journal of Electronic Business & Digital Economics, 3(2), 184–199. https://doi.org/10.1108/jebde-09-2023- 0018
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
Witkowski, A., & Wodecki, A. (2025). Where does AI play a major role in the new product development and product management process? Management Review Quarterly. https://doi.org/10.1007/s11301- 025-00533-5
Xu, X., Wang, Y., Cheng, T. C. E., & Choi, T. M. (2024). Should live broadcasting platforms adopt artificial intelligence? A sales effort perspective. European Journal of Operational Research, 318(3), 979–999. https://doi.org/10.1016/j.ejor.2024.05.021
Yadav, U. S., Tripathi, R., Tripathi, M. A., Ghosal, I., Kumar, A., Mandal, M., & Singh, A. (2023). Digital and innovative entrepreneurship in the Indian handicraft sector after the COVID-19 pandemic: challenges and opportunities. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00337-5
Yan, X., Huam, H. T., & Sade, A. B. (2024). Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable Products. Sustainability (Switzerland), 16(22). https://doi.org/10.3390/su16229896
Yu, G. (2024). Digital transformation, human capital upgrading, and enterprise ESG performance: Evidence from Chinese listed enterprises. Oeconomia Copernicana, 15(4), 1465–1508. https://doi.org/10.24136/oc.3058
