Between cognitive and algorithmic biases: A tool for co-creating marketing personas in the age of generative AI

Entre biais cognitifs et algorithmiques: Un outil pour la cocréation de personas marketing à l’ère de l’IA générative

Morgan Blangeois ()
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Morgan Blangeois: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne, UCA - Université Clermont Auvergne

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Abstract: Understanding one's audience is essential for marketing professionals through the creation of personas, this practice cannot escape the cognitive biases inherent to human nature. Generative AI presents itself as a potential solution, enabling the creation of seemingly original content. However, it is not free from biases either, this time algorithmic. Our study explores, through a Design Science Research methodology, the development of a "human-AI" co-creation tool aimed at producing more ethical and representative marketing personas. This project also reflects on a "cyborg" working mode, combining human intelligence and generative AI capabilities to mitigate cognitive and algorithmic biases. The results show that this approach promotes greater awareness of these two types of bias, while enriching marketing practices.

Keywords: Cognitive biases; Algorithmic biases; Human-AI co-creation; Marketing personas; AI ethics; Biais cognitifs; Biais algorithmiques; Cocréation humain-IA; Personas marketing; Éthique de l’IA (search for similar items in EconPapers)
Date: 2024-11-28
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Published in 3ème Journée de Recherche en Marketing et Territoires (JRMT), Clermont School of Business, Nov 2024, Clermont-Ferrand, France

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