Abstract

This thesis examines how generative artificial intelligence can be further implemented within
marketing-related workflows in a large downstream energy organization. Based on a qualitative case study with semi-structured interviews, the study analyzes current AI use and
organizational conditions through a People-Process-Technology framework combined with an
organizational maturity perspective. The findings show that generative AI is mainly used as a
supportive tool for text production, idea generation, information structuring, meeting summaries, analysis, and efficiency improvements in daily work. However, further implementation is limited by varying levels of AI literacy, uncertainty regarding output reliability, fragmented data environments, limited system integration, unclear workflows, and the continued need for human validation. These limitations are particularly important in marketing-related work, where brand identity, contextual understanding, communication quality, and strategic judgment remain central. The thesis concludes that generative AI has clear potential to support and strengthen marketing workflows, but that its long-term value depends on stronger alignment between employee competence, structured work processes, technological infrastructure, governance, and access to relevant organizational data. Further implementation should therefore be understood as an organizational development process, rather than only as the introduction of a new technological tool.