Consumer Experiences with Marketing Technology: Solving the Tensions Between Benefits and Costs

Puntoni Stefano (), Reczek Rebecca Walker (), Giesler Markus () and Botti Simona ()
Additional contact information
Puntoni Stefano: Professor of Marketing, Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands
Reczek Rebecca Walker: Berry Chair of New Technologies in Marketing, Ohio State University, Columbus, USA
Giesler Markus: Professor of Marketing, York University, Toronto, Canada
Botti Simona: Professor of Marketing, London Business School, UK

NIM Marketing Intelligence Review, 2022, vol. 14, issue 2, 25-29

Abstract: The growing ubiquity of AI in consumers’ lives can be very convenient, but even if software developers and marketers strive to create excellent service, consumer experiences are not always positive. During their customer journeys consumers experience “data capture,” which is the experience of granting one’s data to AI, and “classification,” which means receiving personalized recommendations generated by AI. In both experiences consumers may either feel served or exploited and understood or misunderstood. To live up to the promise of making consumers happier and more efficient, managers should pay attention to consumers’ anxieties. If managers understand when and why consumers feel exploited or misinterpreted by AI, companies can provide more value for consumers individually and take concrete steps to design improved experiences around data collection and classification.

Keywords: Artificial Intelligence (AI); Marketing Technology; Data Capture; Data Classification; Surveillance; Algorithmic Biases (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/nimmir-2022-0013 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:14:y:2022:i:2:p:25-29:n:4

DOI: 10.2478/nimmir-2022-0013

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().