How artificial intelligence will change the future of marketing

Thomas Davenport (), Abhijit Guha (), Dhruv Grewal () and Timna Bressgott ()
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Thomas Davenport: Babson College
Abhijit Guha: University of South Carolina
Dhruv Grewal: Babson College
Timna Bressgott: Maastricht University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 1, No 3, 24-42

Abstract: Abstract 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.

Keywords: Artificial intelligence; Marketing strategy; Robots; Privacy; Bias; Ethics (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (179)

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DOI: 10.1007/s11747-019-00696-0

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