Artificial Intelligence: Redefining Marketing Management and the Customer Experience

Christina McDowell Marinchak, Edward Forrest and Bogdan Hoanca
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Christina McDowell Marinchak: University of Alaska Anchorage, Anchorage, USA
Edward Forrest: University of Alaska Anchorage, Anchorage, USA
Bogdan Hoanca: University of Alaska Anchorage, Anchorage, USA

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2018, vol. 8, issue 2, 14-24

Abstract: As marketers and consumers simultaneously adopt artificial intelligence (AI) services and applications, the dynamic of the process of exchange between the buyer and seller in the marketplace is being fundamentally altered. This article reviews the emerging patterns of adoption and rates of diffusion of AI applications by both marketers and consumers. On the marketers' side the authors will address the single most defining phenomenon that is affecting the marketer's role and function in the marketing process: the exponential increase in the number, variety and capability of marketing applications, platforms and services that perform, control, influence and/or integrate virtually every marketing task and decision.

Date: 2018
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