Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities
Praveen K. Kopalle,
Werner Reinartz () and
International Journal of Research in Marketing, 2022, vol. 39, issue 2, 522-540
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 three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.
Keywords: Artificial intelligence; Global marketing; Inequality; Glocalization; Ethics and privacy; Human–machine interaction; Automated analysis of text; Audio; Images; Video (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:39:y:2022:i:2:p:522-540
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