مقاله انگلیسی بررسی فناوری های هوش مصنوعی (AI) در بازاریابی از طریق یک لنز جهانی
Abstract
Keywords
Introduction
Human-Machine interaction (HMI)
Automated analysis of text, audio, images, and video
Future research opportunities
Conclusion
Author note
Declaration of Competing Interest
Appendix 1. Recent research on artificial intelligence (AI) technologies in marketing
Appendix 2. Takeaways
References
Abstract
Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our threepart global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.
Introduction
Academic scholars have been intrigued by the prospects and perils of artificial intelligence for decades. An eight-week Dartmouth Summer Research Project on Artificial Intelligence in 1956 is widely considered the founding event that initiated academic interest in this technology (Haenlein & Kaplan, 2019). Today, artificial intelligence (AI) is one of the world’s most promising new technologies and entails programs, algorithms, systems and machines that mimic intelligent human behavior (Huang & Rust, 2018; Shankar, 2018). These technologies typically include machine learning, natural language processing,and neural networks (among others), and allow machines to autonomously sense, comprehend, act, and learn via human– machine interaction (HMI) (Davenport, Guha, Grewal, & Bressgott, 2020). In recent years, AI has captured substantial interest across a wide array of marketing scholars (see Davenport et al., 2020 for a recent review). Collectively, extant research in this domain has made important contributions in terms of defining AI, identifying its promise and perils, forecasting its future and opining on its implications for marketing thought and practice.