MIT(IS) Thesis - Deductive Thematic Analysis Table & Figures

This study develops a structured framework to guide how organisations can use Generative AI to enhance customer experience and personalisation in marketing responsibly and effectively. While many firms are adopting generative AI, its unguided use can create risks, undermine trust, and lead to inconsistent outcomes. Using a qualitative approach with semi-structured interviews from 15 marketing professionals, the research applies Service-Dominant Logic (SDL) as a theoretical lens and identifies eight themes that inform a seven-layered framework. The findings show that generative AI creates value not as a standalone tool, but as a process enhancer that depends on strong organisational foundations, ethical governance, and structured decision-making. The resulting framework outlines the necessary conditions, capabilities, customer touchpoints, and feedback mechanisms needed for value co-creation, offering marketers practical guidance on implementing AI in a way that is strategic, trustworthy, and continuously refined to improve customer experience and personalisation.