Nature, 521(7553), 452–459. Department of Technology, Operations, and Information Management, Babson College, Babson Park, MA, 02457, USA, Department of Marketing, Darla Moore School of Business, University of South Carolina, Columbia, SC, 29208, USA, Department of Marketing, Babson College, Babson Park, MA, 02457, USA, Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat 53, 6211, LM, Maastricht, The Netherlands, You can also search for this author in Artificial intelligence and bias: Four key challenges. Siri, Siri, in my hand: Who’s the fairest in the land? Motyka, S., Grewal, D., Puccinelli, N. M., Roggeveen, A. L., Avnet, T., Daryanto, A., et al. Schatsky, D., Katyal, V., Iyengar, S., & Chauhan, R. (2019). Touch versus tech: When technology functions as a barrier or a benefit to service encounters. 0000060767 00000 n Steels, L., & Brooks, R. (2018). To elaborate, if a certain consumption activity is central to a customer’s identity, then the customer likes to take credit for consumption outcomes (Leung et al. Technology, innovation, employment and power: Does robotics and artificial intelligence really mean social transformation? Smart marketing companies recognize this and adapt the concept of artificial intelligence in their marketing strategies. Task characteristics also influence AI adoption. Most salespeople still rely on a telephone call (or equivalent) as a critical part of the sales process. Cultural perspectives on data privacy also vary, which is an important consideration; some have suggested that the lack of data privacy in China, for example, is consistent with Confucian cultural ideals (Smith 2019). 0000092396 00000 n Part of Springer Nature. 2016). In our discussions with employees of Stitch Fix, we gained further clarity on this point. (2009). The differences between task automation and context awareness map onto concepts of narrow versus general AI (Baum et al. We are still very much in the absolute infancy of artificial intelligence, and it is a technology that will have a much wider impact on market research in the years to come. In fact, today's digital advertising strategies would be impossible without a rudimentary form of AI. 0000060979 00000 n (2019). 0000035184 00000 n Adami, C. (2015). Harvard Business Review, November 27. van Lente, H., Spitters, C., & Peine, A. First, in the transportation industry, driverless, AI-enabled cars may be just around the corner, promising to alter both business models and customer behavior. Larson, K. (2019). Some AI applications have moved beyond task automation but still fall well short of context awareness, such as Google’s DeepMind AlphaGo (which beat the world’s best Go player), the AI poker player Libratus, and Replika.Footnote 4 These applications represent substantial advances, yet state-of-the-art AI still is closer to task automation (Davenport 2018). 0000063792 00000 n The lower half of Fig. (2018). The former involves AI applications that are standardized, or rule based, such that they require consistency and the imposition of logic (Huang and Rust 2018). However, AI can also be embedded in a real entity or robot form, with some elements of physical embodiment. These include how firms may need to change their marketing strategy, how customers’ behaviors will be impacted, and issues relevant to policymakers. Finally, customer characteristics may also impact AI adoption. 0 0000002785 00000 n Retrieved February 11, 2019 from << /Filter /FlateDecode /S 465 /O 680 /Length 590 >> The Shift towards AI-First Marketing The word AI conjures up humanlike robots that move around and talk with us, but AI is mostly software, and we are interacting with it already every day. Firms are aware of this, and are taking steps to suitably respond (Deloitte Insights, as reported in Schatsky et al. Reese, B. It relies on several key technologies, such as machine learning, natural language processing, rule-based expert systems, neural networks, deep learning, physical robots, and robotic process automation (Davenport 2018). Lowy, J. Sociology Compass, 12(6). A., Veness, J., Bellemare, M. G., et al. 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