Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 39, Issue 2, Pages 522-540Publisher
ELSEVIER
DOI: 10.1016/j.ijresmar.2021.11.002
Keywords
Artificial intelligence; Global marketing; Inequality; Glocalization; Ethics and privacy; Human-machine interaction; Automated analysis of text; Audio; Images; Video
Categories
Ask authors/readers for more resources
This research examines AI technologies in marketing from a global perspective, focusing on country, company, and consumer levels of analysis. It explores the dimensions of human-machine interaction and automated analysis, and proposes research questions for future marketing scholarship in this field.
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. (c) 2021 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available