Le Manager
Volume 12, Numéro 2, Pages 506-536
2025-12-25
Artificial Intelligence And Marketing In Algerian Startups: A Qualitative Study Within Incubation Programs
Authors : Gouri Meriem . Nechoud Lamia .
Abstract
Artificial Intelligence integration has become vital for startups in their early development stages. This study investigates the perceptions and readiness of student entrepreneurs in Algerian university incubators to adopt AI, focusing on marketing and training. Using a qualitative approach, 11 semi-structured interviews were conducted with participants from varied academic and sectoral backgrounds. Data were analyzed thematically with NVivo15, incorporating matrix coding and frequency mapping, and cross-referenced by participant attributes. Findings highlight that training and institutional support are critical prerequisites, especially for non-technical students. Marketing is seen as the most promising area for AI application.
Keywords
University Incubator ; Startups ; Artificial Intelligence ; Marketing
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