 Artificial intelligence: The light and the darknessDhruv Grewal, Abhijit Guha, Cinthia B. Satornino and Elisa B. Schweiger Journal of Business Research, 2021, vol. 136, issue C, 229-236 Abstract: That artificial intelligence (AI) has the potential to provide significant benefits is generally accepted by both practitioners and scholars. However, the dark side of AI is less discussed, and less understood. In this paper, the authors first classify the wellspring of AI benefits in both B2C and B2B settings. In B2C settings AI benefits are primarily via customized experiences, while B2B AI benefits are manifested via business efficiencies. Next, guided by the relationship marketing literature, the authors identify the drivers of the dark side of AI - lack of trust and power asymmetries, with lack of trust being a stronger factor in B2C settings and power asymmetries being a stronger factor in B2B settings. Finally, the authors provide an organizing framework for understanding both the bright side and the dark side of AI, in both B2C settings and B2B settings. This paper is differentiated from prior work by its focus on B2B settings (most focus on B2C settings), and by its focus on the dark side of AI (most focus on the bright side of AI). Keywords: Artificial intelligence; Business-to-business; Power asymmetry; Dark side; Trust (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:136:y:2021:i:c:p:229-236 DOI: 10.1016/j.jbusres.2021.07.043 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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