1. Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities
- Author
-
Andreas Kaplan, Aric Rindfleisch, Werner Reinartz, Praveen K. Kopalle, Divya Ramachandran, and Manish Gangwar
- Subjects
Marketing ,business.industry ,Process (engineering) ,Glocalization ,Globe ,GeneralLiterature_MISCELLANEOUS ,Domain (software engineering) ,Scholarship ,medicine.anatomical_structure ,Economic inequality ,medicine ,Artificial intelligence ,business ,Set (psychology) ,Adaptation (computer science) - Abstract
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.
- Published
- 2022