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    THE IMPACT AND THE NEW CHALLENGES OF ARTIFICIAL INTELLIGENCE IN MARKETING AND THE HUMAN RESOURCES
    (Universidad Rey Juan Carlos, 2024-06-26) Abdelouahab, Samy
    This final degree project focuses on the subject of Artificial Intelligence and its impact on marketing and Human Resources. After defining the notions of Marketing, HR and AI, the current state of AI adoption in these fields is analysed. Therefore, this study involves investigating and researching how AI is currently being used in these economic and social areas, what specific technologies are being used and employed, and what are the results. More specifically, the aim is to examine how the implementation of AI is transforming traditional processes in marketing and HR, and to identify the associated benefits and challenges. Also explore the new ethical, social and legal challenges that arise with the adoption of AI in these fields.