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Abstract
In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot. Prior research typically addresses a subset of these dimensions; this paper integrates all three into a single framework. Next, the authors propose a research agenda that addresses not only how marketing strategies and customer behaviors will change in the future, but also highlights important policy questions relating to privacy, bias and ethics. Finally, the authors suggest AI will be more effective if it augments (rather than replaces) human managers.
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Details
1 Babson College, Department of Technology, Operations, and Information Management, Babson Park, USA (GRID:grid.423152.3) (ISNI:0000 0001 0686 270X)
2 University of South Carolina, Department of Marketing, Darla Moore School of Business, Columbia, USA (GRID:grid.254567.7) (ISNI:0000 0000 9075 106X)
3 Babson College, Department of Marketing, Babson Park, USA (GRID:grid.423152.3) (ISNI:0000 0001 0686 270X)
4 Maastricht University, Department of Marketing and Supply Chain Management, Maastricht, The Netherlands (GRID:grid.5012.6) (ISNI:0000 0001 0481 6099)