How artificial intelligence will change the future of marketing

In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI in...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 48; no. 1; pp. 24 - 42
Main Authors Davenport, Thomas, Guha, Abhijit, Grewal, Dhruv, Bressgott, Timna
Format Journal Article
LanguageEnglish
Published New York Springer US 01.01.2020
Springer
Springer Nature B.V
Subjects
Artificial intelligence
Business and Management
Case studies
Conceptual/Theoretical Paper
Influence
Market strategy
Marketing
Marketing industry
Social Sciences
Technology application
Transportation industry
United States
Privacy
Ethics
Artificial intelligence
Bias
Marketing strategy
Robots
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Summary:In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot. Prior research typically addresses a subset of these dimensions; this paper integrates all three into a single framework. Next, the authors propose a research agenda that addresses not only how marketing strategies and customer behaviors will change in the future, but also highlights important policy questions relating to privacy, bias and ethics. Finally, the authors suggest AI will be more effective if it augments (rather than replaces) human managers.
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ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-019-00696-0