Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities |
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Institution: | 1. Signal Companies Professor of Management, Tuck School of Business, Dartmouth College, Hanover, NH 03755, USA;2. Indian School of Business, Executive Director – ISB Institute of Data Science, Gachibowli, Hyderabad, India;3. ESCP Business School, Berlin, Germany;4. Georgia State University, Atlanta, GA, USA;5. University of Cologne, Cologne, Germany;6. University of Illinois, Urbana-Champaign, IL, USA |
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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. |
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Keywords: | Artificial intelligence Global marketing Inequality Glocalization Ethics and privacy Human–machine interaction Automated analysis of text Audio Images Video |
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