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This paper focuses on the role and perspectives of Human Intelligence in the digital era. It explores technological advancements that can be harnessed by Intelligence and Security practitioners in the fields of HUMINT and its associated support activities. The paper considers various technologies, including tools for decision support, deception and information detection, and strategies for mitigating cognitive biases and other limiting factors. The analysis concerns technologies, tools and techniques used in all phases of the Intelligence Cycle, evaluating their utility considering the current challenges posed by them for Intelligence Communities and Law Enforcement Agencies. Recent developments in technologies which support other Intelligence disciplines such as SIGINT, IMINT and OSINT have potentially diminished the standing and priority of HUMINT within the Intelligence Cycle. Moreover, psychology has a crucial role in comprehending HUMINT, as human minds have their imperfections, and psychological processes like cognitive biases can result in unanticipated mistakes and unintentional outcomes within the field of Intelligence. Still, HUMINT sources continue to play a fundamental role in Intelligence Collection, analysis, and interpretation, due to their ability to recall, recognise, contextualise, and establish connections between different information. HUMINT continues to be a vital element, providing a human touch and insights that can be difficult to reproduce solely through technological methods.

Artificial intelligence (AI) is increasingly at the center of public discourse. Considering the current importance of AI technologies, but also the influence that the mass media has on users' adoption of new technologies and their regulation, the article aims to analyze the attitudes of online publications in Romania towards AI. By using content analysis, the attitudes and themes of 100 articles selected from the most visited Romanian news websites were examined. The results reveal a relatively balanced distribution of attitudes, with 37% of articles expressing negative sentiments, 35% positive and 28% neutral. The most frequently addressed topics include the impact on jobs, especially the negative one, regulations in the field and new functionalities. Compared to the publications in English, as can be seen from the specialized literature, the Romanian articles present a more balanced attitude towards technology, with less emphasis on the dangers. However, the analysis shows that current events can strongly influence public discourse, and approaches vary by publication. These findings suggest a diverse debate, subject to rapid changes, with important implications for AI communication, education and policy in the Romanian space.

The “economic” naturally meets the “cultural” because both spheres deal, differently albeit convergingly, with “values” and “valuations”. Materially crafted and spiritually charged, tactile/tangible and ineffable/intangible, privately owned and collectively enjoyed, nourished currently and cherished diachronically, the supply of demandable cultural goods and services defines and refines us as humans. The economics of culture, notwithstanding its deeply rooted epistemological fragilities – “pricing the pricelessness” of masterpieces or fitting artistry into “production functions” –, is in greater distress when asked to predict how tech sense will affect human sensibility. Job specifications and business structures become under assail when technologies unfold, as it is the case with the Fourth Industrial Revolution (IR 4.0) and its long prophesized and still surprising Artificial Intelligence (AI). The present article aims at shedding some critical and creative light onto three lines of inquiry at the byroads of industriousness and artfulness with economics, as well as ethics. Firstly, the outstanding social-political-economic traits pertaining to the historical waves of Industrial Revolutions are re-inventoried, observing both peculiarities and patterns. Secondly, there are emphasized, although hardly exhausted, the prevailing economic reciprocations between the technological shifts and the cultural movements (in visual arts). And thirdly, given envisageable megatrends, catalysts/inhibitors and game-changers, AI’s impact upon the art economy is investigated and illustrated via some emblematic cases. This study aims to open up a frontier research – the future of cultural ecosystems –, addressable/assessable as exercises of immersive foresight, and not as detached forecasting

The effects on the economy generated by the global sanitation crisis that the whole humanity recently went through prove to be unprecedented. By means of the work hereby, we aim to outline the conceptual and pragmatic universe with regard to the impact created by the speed-up of accounting digitalization under the effect of technological changes occurred following the sanitation crisis. Thus, the research implies three stages: the description of the business digitalisation framework in terms of the implementation of modern technologies in its processes, succeeded by the adoption of cloud technology at the level of the financial-accounting department and completed with the impact of cloud phenomenon regarding the digitalization of several issues related to the taxation of processes within the companies. After following these steps, the results of the research are logically correlated with the unquestionable speed-up of business processes digitalization as a result of the crisis generated by COVID-19, an issue which determines a shift in the interest of the accounting area towards cloud accounting, facilitating the transition of phenomena corresponding to fiscality in cloud mode in view of simplifying the collaboration between entities and state institutions. The research methods used for the purpose of fulfilling the work’s objective are the review of specialty literature, the analysis, synthesis and comparison, techniques assigned to bibliometrics.

Most facets of modern life are being transformed in the light of recent technological developments. Similarly, the accounting industry is going through a significant redesign under the influence of Industry 4.0, often known as the Fourth Industrial Revolution, which tackles issues of automation and intelligence and incorporates them into accountants’ daily activities. The present research assesses the impact of these changes on the requirements of a work-ready accountant by enclosing the skills relevant for the accounting profession, with a focus on technology relevant skills. The originality of the study lies in its attempt to provide a robust and comprehensive guide to the accounting skill set that ensures the capabilities necessary to thrive in the digitalized accounting workplace of the future. In this way, the research treats both technical (traditional accounting skills) and non-technical skills, but nonetheless, it emphasizes a new set of skills derived from the digital transformation in the context of Industry 4.0. The new skill set addresses the requirements of cyber, digital, and technology competences, which arose from the intensive digitalization of accounting organizations. The paper is a thematic literature review that performs quantitative and qualitative analysis on the literature on accounting and professional bodies in the attempt to define an updated accountant profile in the era of digital technologies. The investigation validates the importance of cyber, digital, and technology skill sets and encourages accountants to upskill their competencies to meet the demands of accounting in the digital era.

The effects on the economy generated by the global sanitation crisis that the whole humanity recently went through prove to be unprecedented. By means of the work hereby, we aim to outline the conceptual and pragmatic universe with regard to the impact created by the speed-up of accounting digitalization under the effect of technological changes occurred following the sanitation crisis. Thus, the research implies three stages: the description of the business digitalisation framework in terms of the implementation of modern technologies in its processes, succeeded by the adoption of cloud technology at the level of the financial-accounting department and completed with the impact of cloud phenomenon regarding the digitalization of several issues related to the taxation of processes within the companies. After following these steps, the results of the research are logically correlated with the unquestionable speed-up of business processes digitalization as a result of the crisis generated by COVID-19, an issue which determines a shift in the interest of the accounting area towards cloud accounting, facilitating the transition of phenomena corresponding to fiscality in cloud mode in view of simplifying the collaboration between entities and state institutions. The research methods used for the purpose of fulfilling the work’s objective are the review of specialty literature, the analysis, synthesis and comparison, techniques assigned to bibliometrics.

The progress made by artificial intelligence (AI) worldwide has led, through the Beijing Consensus, UNESCO to recommend to governments, in 2019, to include AI in educational policies and processes. While numerous studies inventory students' and teachers’ opinions on the use of AI in education (AIEd), this article differs by analysing the factors that influence the behavioural intention to use AI from the training stage of future primary and secondary teachers in Romania. Through exploratory quantitative research, carried out on a sample of 270 students from the Faculty of Education, Social Sciences and Psychology, the interaction of subjects with AI and the intention of integrating AIEd are followed using binary logistic regression. The analysis conducted shows that among the six variables of the model, “the confidence in personal ability to use AI” and “the perception of a greater number of advantages” have a positive and significant impact on the willingness to use AI in the educational process, more than “being previously used”, “the knowledge level” or “student requirements”. These findings are of particular importance for the revision of teacher training programmes and the development of educational policies that increase the confidence of future teachers in the ability to use AI, eliminating fears or misconceptions about AI.

Contracts appeared as a necessity due to the evolution of society to be able to replace forms of exchange between primitive collectivities. The trend of globalization and internationalization of contractual legal relations resulted from the need to harmonize legislation at an international level in the field of contracts. Differences in state contracting laws have led to disadvantages in terms of cross border transaction costs. Economic globalization is characterized by the intensification of international trade and the increasing interdependence of economies globally. The benefits of globalization and international trade have been questioned in recent years, so states have made new trade strategies by promoting and defending their own interests and values.

The main aim of this study is to investigate some of the strategies that four companies of different sizes in Durres and Tirana Municipalities use for turning their employees into brand ambassadors. It is inevitable for the success of an organization to be measured by the importance that the organization gives to its employees. Employees are considered a significant asset of the organization: thus, they must be treated accordingly. Organizations must pay attention to the complex and increasing demands of their customers. In this regard, managers have to realize the importance and role of the employees in meeting the customer’s demands. Employees represent the image of an organization, which is why activating new strategies and techniques that optimize the workforce efforts would help achieve the organization’s vision and mission. Under these considerations, four face-to-face interviews were conducted with the owners or HR Managers, or Marketing Managers of one shipping agency, one medium-sized production company in Durres, one big-sized production company, and one company that offers telecommunications services in Tirana, Albania. This study first underlines the importance of evaluating marketing and brand management objectives, and afterward explores the strategies that these companies use for turning their employees into brand ambassadors. Within the framework of this study, the advantages of turning employees into brand ambassadors and the problems that the companies face have been examined. The research results show that the motivation of companies to turn their employees into brand ambassadors is high, but most companies lack proper strategies. One of the big-sized companies chooses to turn into brand ambassadors only those employees who accept or have an interest in using their personal social media in this regard and/or have a great curiosity in marketing and technology.

The advertising field is at the confluence of creativity and technology. Advertising is rapidly taking over digital platforms and incorporating new communication and information technologies. A recent evolution in this field is represented by the shift from endorsement and endorsers to influencers. Little has been written about influencers, at least in the Romanian context, although the advertising industry quickly turned to these new opinion leaders. The book coordinated by Delia Balaban and Julia Szambolics (professors and researchers at Babeș-Bolyai University in Cluj-Napoca) and published in 2021 by Tritonic Publishing House in Bucharest, under the title Social media influencers and their advertising role, is proof of a pioneering effort, through which the field of influencers is mapped.

The food industry has consistently ranked among the most important industries, providing essential goods for consumption and satisfying the primary needs of individuals, as outlined in Maslow's Pyramid. Access to basic resources, such as water, housing and shelter, is necessary for individuals to meet their basic needs and normally function. While the higher levels of the Pyramid may be achieved through personal and professional growth and education, the foundational elements are essential for human survival. Given the critical importance of this industry, continuous investment in efficient methods of production is justified. In recent years, technology has played an increasingly significant role in the food industry, enabling optimization of various processes, greater control over production and transport, and faster promotion, resulting in increased sales volumes. This article aims to identify and analyze the advantages and disadvantages of different methods and technologies employed in the food industry. The goal is to capture the data necessary for technological solutions that simplify, expedite or reduce the cost of processes, while maintaining or even improving quality standards.

The present review of the book AI for Arts by Niklas Hageback and Daniel Hedblom summarizes the main ideas of the concise volume which can act as a guide for those interested in the emergence of Artificial Intelligence, regardless of their level of knowledge. The four chapters are comprehensive enough to understand the origins of art and the events which have changed it, the current state of art of Artificial Intelligence in the creative field, and how it is already influencing the landscape of art, and finally, the direction it is heading and what the potential consequences of the hypothetical autonomy of Artificial Intelligence are. The present book is here to debunk the mystification hovering around AI, which is often portrayed by media as a monster destined to replace humans altogether. Art, which seems to be something that can only be made by humans, is also directly "threatened" by technological progress. As the book's authors present, it is time for authentic creativity to come to the fore.

Technology became the new reality in the 21st century, changing the rules of the game in terms of education, employment, social engagement and other vital aspects of the society – from new instruments of production, new communication tools, medical innovations to new generations that were born in a technological era, craving for more digital content, making it difficult for the labor market to cope with all their requirements and needs. In this context, one can conclude that there is a need for education institutions (especially military ones, which tend to be more conservative) to rethink their strategies and methods used for recruiting the younger generations, so as to be able to meet their expectations, as well as to adapt to the fast changes generated by future technological developments. Therefore, the article aims to define, based on a process of literature review, the main characteristics of the Millennials generation, especially in terms of job expectations and labor market opportunities. Based on their portrait, the article will analyze the digital presence of military higher education institutions across Europe, by conducting a case study based on open source information on the most used social platforms by Millennials.

As a result of the closure of higher education institutions, students and teachers had to swiftly adapt to online teaching and learning. The need to design learning environments for students implies choices, adjustments and decisions in order to meet not only students’ expectations but also the conditions in which universities had to operate. Our study seeks to explore the innovative practices used by educators that allowed them to form engaging classrooms in a pre-service teacher education programme during the Covid-19 pandemic. The participants of the present study were educators (n=9) from the teacher training department. By making use of a qualitative inquiry, data was collected through participating at semi-structured interviews via ZOOM videotelephony software. The key findings suggest that the digital instructional setting has been a distinctively challenging experience for university teachers. The sudden shift in institutional teaching activities and conditions reshaped pedagogical practices and challenged the academics to identify and creatively respond to the students’ needs with ingenuity and speed. Therefore, it is paramount that educators retain the advantages of working from home in ways that transform their practice.

The theory of instructional design has progressively developed, marking the transition from a traditional prescriptive, normative meaning to a modern one, based on various approaches that are opposed to unique recipes and rigid specifications. The knowledge technology which is strictly applied, the rigorous control of the learning stages are no longer the center of attention today, but the way and level of involvement in building knowledge, collaborating through the use of the new information technologies. Technology shapes the way we teach, learn, evaluate, as well as the way we plan and design these activities. As technology does not make teaching better or worse, simpler or more complex, but entirely changes it, teachers are sometimes confused in choosing an adequate instructional planning. During the process of identifying the new tendencies in the field of didactic planning, we focused on the instructional design models that encourage teachers to be creative. We started from some of the explanatory models of technology-based instruction and, in the second part of the study, we designed a didactic activity. The design method is based on the Learning Designer tool, developed by a team led by D. Laurillard. This is a tool that supports the design process, whether learning is mixed or fully online. The tool is web-based and allows designing and sharing learning experiences, supporting the integration of technology in the instructional process.

The following text proposes for reflection the idea of an anticipatory speculation regarding the evolution of human society under the effect of psycho-social assimilation of the technical-scientific development, an idea developed by amalgamating some aspects of anthropology, psychology, and sociology.

Planet Earth, with its plethora of natural (im)balances, has a venerable age of 4.54 billion years; the (industrial) imprint placed by the human species on it, considered to be not negligible, counts of just little over two centuries; while the digital/IT&C/virtual existence of man, in what we call cyberspace, is reduced to just a few decades. An amorphous world, hastily assimilated to the Internet, the cyberspace is the sum or, better said, the synergy created by links between computers (and other compatible devices), servers, routers and various items of global IT and telecommunications infrastructures. A sort of fiefdom for tech computing power, but also a field of geo-political-economic power calculus, the cyberspace raises another dilemma: is it the salutary alternative to the bodice of a physical environment subject to depletion/plunder and degradation/pollution of its scarce resources? This article aims to capture, in an original way, how the translation of a great part of the world and social life into cyberspace, especially in the wake of the Fourth Industrial Revolution, relieves the natural environment/climate of Anthropocene pressures (e.g., via optimizations of production processes, favoured by artificial intelligence etc.), or, on the contrary, a less noticeable aspect, how it worsens certain components of it (e.g., via the amplified need for energy or for rare minerals, critical to new technologies etc.). Moreover, the above-mentioned ecological alleviations (labelled as of software nature) and (hardware) aggravations brought by digitalization are duly emphasized and evaluated in the light of the (un)intended consequences occurring at the highly sensitive intersection between markets (private practices) and states (public policies), pointing to the case of the European Union

The exponential growth of the world population in the last decades (approx. eight billion people in 2022), corroborated with spectacular development of various sectors of activity such as transport, construction, information, and communication technology, etc. exert a worrying pressure on limited natural resources. Moreover, climate change, environmental degradation, increasing pollution, recent armed conflicts are increasingly real existential threats to the global population in general and to the old continent in particular. In this context, the European Green Deal (EGD) comes to counteract such unhealthy developments and proposes to transform Europe into a society with a modern, high performing and resource-efficient economy, with a goal of achieving climate neutrality by 2050. EGD involves a series of legislative measures that will support and implement policies on financial and competitive issues related to climate, energy, industry, sustainable and smart mobility, agriculture and biodiversity conservation and protection. From the EGD perspective, the objectives of this research have focused on the transport sector, with a view to ensuring safe, sustainable, green, and smart mobility. The main result of the research consists of the optimization algorithm developed and implemented by authors at one of the largest alliances transport, which calculates the best option for the delivery of goods, respecting the price lists and the proposed carbon dioxide emissions targets. At the same time, in the light of the results and conclusions of the research, the general implications regarding the financial and competitive aspects of the EGD are analysed, as well as the particular ones, specific to the alliance that is the object of the case study.

The current national and international economic climate is continually changing, and a company’s ability to adapt its services is critical. As a result, in recent years, the interaction between technology and businesses has grown. It’s crucial to think about how finance adds value to a business as the future of accounting unfolds. The way business and finance functions create value is being profoundly transformed by digital technologies. To develop value, businesses must think and behave differently in the digital age. To emphasize the merits of each platform, we offered numerous types of software and various benefits of using them. This paper will address accountants’ worries about software, such as data security and a lack of features, as well as how the software works and the numerous benefits and drawbacks it has.

Artefacts from bone, antler and wild boar tusk were recovered from both Copper Age and Bronze Age contexts during the archaeological excavations at the site of Fulgeriș– La trei cireşi, between 2004 and 2013. The intention of this study is to offer a first characterization of the manufacturing process and to build up a classification based on morpho-functional and technological criteria. The assemblages are composed mainly of domestic equipment and one can observe a clear preference towards the exploitation of bone over tusks and antler. Due to the larger size of the Copper Age collection one can recognize the use of various methods of blank production : fracturing, bi-, quadri-and multi-partitioning, sectioning, while for the Bronze Age only fracturing and partitioning were identified. With few exceptions, the assemblage shows a low degree of elaboration, where shaping plays a marginal role in the transformation of the blanks

Rescue excavations carried out on the Bușag Hill in 2019 (the Palaeolithic site had been identified and excavated by Maria Bitiri in the 1960s and 1970s) allowed for new stratigraphic observations required by a future re-evaluation of the chronology. While we still await for the OSL results on the samples collected from trench II and the microscopic analysis of raw materials, the present paper presents preliminary observations on the lithic material from the Aurignacian workshop uncovered in soundings V and VI, level D : a homogenous assemblage ; two operational chains oriented towards blade production, predominant blade production ; possible presence of flake production ; predominant hard percussion, careful debitage, a certain massiveness of the lithic assemblage ; raw materials brought to the site in their natural form or with little modification

The use of modern technologies in teaching English to young learners, including innovative strategies, methods, techniques and educational digital online resources, is fully expressed in the didactic process. These technologies create a favourable platform for reforms and research on the preschool curriculum of teaching English in the new era. In the process of preschool instruction of the English language, modern technologies facilitate the implementation of a person-centred approach to teaching, ensure the differentiation and individualization of learning, taking into account the abilities, level of knowledge, children’s preferences and needs. The use of the educational digital online resources is aligned with student interest in learning the English language through the accumulation and expansion of knowledge and experience.

The technology use is flourishing in a growing set of educational contexts. Music education is no exception, seeing more and more learning practices be actively incorporated into educational frameworks. Our study seeks to investigate the online teaching and learning experiences of music university students who are participating in the pre-service teacher education during the Covid-19 pandemic. The participants of the present study are pre-service music students (n=22) enrolled in the teaching education programme in their 2nd or 3rd year at the university. By making use of a phenomenological qualitative inquiry, data was collected through participating at semi-structured interviews via ZOOM videotelephony software in January and February 2021. The key findings indicate a neither overtly positive or negative teaching and learning experience, even if the students had to navigate an avalanche of offline learning technology requirements both as students and teachers in a limited amount of time. The results of the study indicate that teacher training programmes should consider the move to virtual teaching and learning as an opportunity for change and to go beyond the emergency online practices and develop quality online educational activities.

Electric vehicles and their environmental impact have become topics of increased interest in contemporary days, as innovative technologies developed and influenced the automobile industry. There is constant competition between gasoline and electric vehicles, the latter one trying to gain market share and change people’s perception about what eco-transportation means and the benefits it can bring. The presented paper recognizes the phenomenon of path dependency and lock-in effect that the automobile industry faces as a result of the dominance of gasolinebased cars and illustrates the pressures executed by these forces. The paper aims at bringing valuable solutions for approaching these issues, by bringing under attention relevant concepts such as skeuomorphs and the network effect. For tackling the topic proposed, the research adopts an illustrative case study technique, that offers a detailed and complex outline of the issues considered in relation to the electric vehicle industry.

This paper presents the globalisation factors that have the biggest impact on the accountancy profession. The International Financial Reporting Standards are the core of accounting globalisation, providing transparency and comparability all over the world. Concerning globalisation, there is a need to discuss the increasing development of competition and technology that also have a major impact on accountancy.

The main purpose of our approach is to analyze the activity of craftsmen (artisans) in the field of artistic metal processing in the second half of the twentieth century – the beginning of the twenty-first century. The work of the artists includes various decorative boards representing village life, heroes of folk tales and agricultural work, emphasizing the impact of folk art on the subjects approached by decorative craftsmen. Jewelry, being a relatively apolitical field, is represented by necklaces with pendants, earrings, brooches, rings, all made of noble metals and fine, ornamental pebbles. Based on archival documents, exhibition catalogs and interviews with artists who used to make jewelry and various metal plates, was presented relevant information regarding the activity of craftsmen whose names were recently revealed (Alexei Marco, Gheorghe Cojusnean, Vladimir Calasnicov, Vladimir Vasilkov etc.). Also, in the scientific circuit were introduced new, forgotten or less known names: Vasili Sochin, Iuri Terehov, Natalia Vavilina and others. The evocation of their creation comes to complete the general picture of the evolution of decorative art, implicitly of the artistic processing of metals from the Moldovan SSR and the Republic of Moldova.

This study aims to explore the online communication habits and practices of 12-14-year-old 50 students from an urban school. Measuring their answers on the Digital Native Scale of Timothy Teo (DNAS), this study refers to the suggested four-factor by the author, creating a framework for the analysis of their digital native profile: grown up with technology, comfortable with multi-tasking, reliant on graphics for communication, and thrive on instant rewards (Teo, 2013). The results of the study enhance the understanding of digital natives. As we expected, this research shows a high degree of comfort in online communication in their differentiated profile. It is relevant the issue of age when exemplifying digital natives’ skills. Also, it is estimated that there are similar behaviours, related with the debut age of technology use (4-5 years old). The most common actions in virtual space are surfing on the Internet, photographing, communicating, downloading, disseminating, adding to comments on colleagues’ posts. According to this study, the online communication practices of these 12-14-year-old students include in terms of content various symbols, instant bonuses, and feedback elements. From an educational point of view, these can be included in a structured manner of learning. The article proposes, in this view, several ways to integrate usual students’ communication practices in learning activities with the support of digital resources (virtual bulletin boards, online presentations, digital stories so on). The results indicate that students showed the digital native characteristics, that can be successfully used in school.

The sustainability of a university can be questioned from the perspective of three functional goals, henceforth setting the analytical framework: (i) the development of suited knowledge (dynamic and evolving, mirroring the complexity of the socioeconomic environment, definitely internationalised and future-oriented), (ii) the development of students’ skills, as future workforce (valuing the knowledge) and (iii) the development of institutional capacities, in agile constructions (adequate to face the first two challenges). Such a vision of sustainability in higher education treats change as the very “fuel” of sustainability, not as a threat, an ordeal, or a risk factor; it also transfers the notion of “being sustainable” from an attribute of a state to that of a process; and at the same time, it is precisely a process that does not simply “happen”, but is purposefully driven by action, and it comprises a multilevel and polyvalent reality, where prognosis is to be accompanied by proactivity, forecast by foresight, and piecemeal approaches by systemic ones. This essay thoroughly contextualizes such a conceptualization of the sustainable university. It aims to identify some problems that higher education encounters in the managerial, teaching and research processes, that is in the creation and transfer of knowledge, within the current international institutional setup. It also seeks to explain how a culture of collaboration can be developed in such a way that good practices and knowledge are to be shared, obstacles are to be overcome, and efforts are to be capitalized upon in this context. It is essential to understand how teachers, students and graduates can all become prepared to muster and master such change, instead of being led by it or becoming its victims, governing both normalcy and disruptions. It also outlines a strategic understanding and a performance “kit” with innovative approaches, tools and other resources for universities aspiring to carry out plenary sustainability; thence, even if this logic might (not) have been tried out within present-day Romanian higher education, it should be part of its future tense.

Big data refers to the vast quantity of data that is currently being generated and captured in a variety of formats and from several disparate sources. Big data is continuously changing the way organizations and people do business, discover insights and interact with one another, even increasing the competitiveness of the business environment. To obtain value from this data, companies need a cohesive set of solutions to capture, process, analyze information and discover new insights to further developing and increasing the associated Informational Marketing Systems. The increase of digital channels has created plenty of new challenges for marketers today, as consumers interact with organizations much differently than they did in previous years. This study aims to explore the role of technology and, more precisely big data as a part of the Informational Marketing System and how it contributes to customers' experience and businesses. This paper provides an indepth integrated view of big data relevant to opportunities and challenges that marketing encounters. Moreover, this research attempted to help understanding the current state of big data in terms of marketing development and its popularity in this area. Over and above, studies show that analysis is still in early stages in big data applications and practices to marketing, thus, making it necessary to promote more continuous efforts towards the business for big data to develop in the marketing domain. The results of the report showed the vast potential of big data in marketing and further study is required to fully understand and profit from this tool. We concluded that technology changes create an absolutely new type of marketing discipline. Furthermore, it opens new insights into the topic area by highlighting further future studies and research directions.