Rulers of the world,unite! The challenges and opportunities of artificial intelligence

A decade ago, we published an article in Business Horizons about the challenges and opportunities of social media with a call to action: “Users of the world, unite!” To celebrate its anniversary, we look at artificial intelligence and the need to create the rules necessary for peaceful coexistence between humanity and AI. Hence, we now are urging: “Rulers of the world, unite!” In this article, we outline six debates surrounding AI in areas like artificial superintelligence, geographical progress, and robotics; in doing so, we shed light on what is fact and what is utopia. Then, using the PESTEL framework, we talk about the six dilemmas of AI and its potential threat and use. Finally, we provide six directions on the future of AI regarding its requirements and expectations, looking at enforcement, employment, ethics, education, entente, and evolution. Understanding AI’s potential future will enable governments, corporations, and societies at large (i.e., the rulers of this world) to prepare for its challenges and opportunities. This way, we can avoid a scenario in which we return in 10 years to write the article: “Dreamers of the world, unite!”     

Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential

Artificial intelligence (AI) and machine learning (ML) may save money and improve the efficiency of business processes, but these technologies can also destroy business value, sometimes with grave consequences. The inability to identify and manage that risk can lead some managers to delay the adoption of these technologies and thus prevent them from realizing their potential. This article proposes a new framework by which to map the components of an AI solution and to identify and manage the value-destruction potential of AI and ML for businesses. We show how the defining characteristics of AI and ML can threaten the integrity of the AI system’s inputs, processes, and outcomes. We then draw from the concepts of value-creation content and value-creation process to show how these risks may hinder value creation or even result in value destruction. Finally, we illustrate the application of our framework with an example of the deployment of an AI-powered chatbot in customer service, and we discuss how to remedy the problems that arise.     

Ethical implications of text generation in the age of artificial intelligence

We are at a turning point in the debate on the ethics of Artificial Intelligence (AI) because we are witnessing the rise of general-purpose AI text agents such as GPT-3 that can generate large-scale highly refined content that appears to have been written by a human. Yet, a discussion on the ethical issues related to the blurring of the roles between humans and machines in the production of content in the business arena is lacking. In this conceptual paper, drawing on agenda setting theory and stakeholder theory, we challenge the current debate on the ethics of AI and aim to stimulate studies that develop research around three new challenges of AI text agents: automated mass manipulation and disinformation (i.e., fake agenda problem), massive low-quality content production (i.e., lowest denominator problem) and the creation of a growing buffer in the communication between stakeholders (i.e., the mediation problem).     

On ChatGPT and beyond: How generative artificial intelligence may affect research,teaching, and practice

How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges.     

Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel

The B2B sales process is undergoing substantial transformations fueled by advances in information and communications technology, specifically in artificial intelligence (AI). The premise of AI is to turn vast amounts of data into information for superior knowledge creation and knowledge management in B2B sales. In doing so, AI can significantly alter the traditional human-centric sales process. In this article, we describe how AI affects the B2B sales funnel. For each stage of the funnel, we describe key sales tasks, explain the specific contributions AI can bring, and clarify the role humans play. We also outline managerial considerations to maximize the contributions from AI and people in the context of B2B sales.     

Designing,developing, and deploying artificial intelligence systems: Lessons from and for the public sector

Artificial intelligence applications in cognitive computing systems can be found in organizations across every market, including chatbots that help customers navigate websites, predictive analytics systems used for fraud detection, and augmented decision-support systems for knowledge workers. In this article, we share reflections and insights from our experience with AI projects in the public sector that can add value to any organization. We organized our findings into four thematic domains—(1) data, (2) technology, (3) organizational, and (4) environmental—and examine them relative to the phases of AI. We conclude with best practices for capturing value with cognitive computing systems.     

A tale of two recommender systems: The moderating role of consumer expertise on artificial intelligence based product recommendations

Recommender systems are used in e-Commerce websites to make product recommendations or deliver personalized content to users. We constructed a beer recommendation program using review data from existing online community to test the hypotheses. This research aims to bridge the gap between marketing and computer science by investigating the moderating effects of consumer knowledge (expertise) on the performance and evaluation of two widely-used recommendation systems – user-based collaborative filtering and content-based. The results show that expert consumers prefer user-based collaborative filtering systems, whereas there is no difference between the two systems among novice consumers. Theoretical and managerial implications are discussed.     

The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types

While artificial intelligence products are widely used in the market, their anthropomorphic appearance design is becoming a frontier issue in product strategy and consumer behavior research. The aim of this study was to investigate the influence of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. It was conducted in China, a new but rapidly-growing country in the field of Internet, AI technology and AI product consumption. This study conducted four situational experiments with a 2 (anthropomorphic design: anthropomorphic vs. non-anthropomorphic) × 2 (product type: hedonic vs. utilitarian) between subjects’ experimental design. Data was collected from 1172 Chinese “Digital Natives” by using a structured questionnaire. The findings revealed that for hedonic AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived entertainment, and intelligence level significantly moderates the mediating effect of perceived entertainment; while for practical AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived usefulness, and intelligence level does not significantly moderate the mediating effect of perceived usefulness. There is no significant moderating effect of intelligence level on perceived usefulness. The study contributes to development and validation of a more comprehensive understanding and theoretical foundation of anthropomorphism, and furthermore explores the impact of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. This study also provides insights for companies to apply anthropomorphic strategies.     

Artificial intelligence: Building blocks and an innovation typology

The range of topics and the opinions expressed on artificial intelligence (AI) are so broad that clarity is needed on the the field’s central tenets, the opportunities AI presents, and the challenges it poses. To that end, we provide an overview of the six building blocks of artificial intelligence: structured data, unstructured data, preprocesses, main processes, a knowledge base, and value-added information outputs. We then develop a typology to serve as an analytic tool for managers grappling with AI’s influence on their industries. The typology considers the effects of AI-enabled innovations on two dimensions: the innovations’ boundaries and their effects on organizational competencies. The typology’s first dimension distinguishes between product-facing innovations, which influence a firm’s offerings, and process-facing innovations, which influence a firm’s operations. The typology’s second dimension describes innovations as either competence-enhancing or competence-destroying; the former enhances current knowledge and skills, whereas the latter renders existing skills and knowledge obsolete. This framework lets managers evaluate their markets, the opportunities within them, and the threats arising from them, providing valuable background and structure to important strategic decisions.     

广告代理公司工作环境的不同对广告开创性业务成果的影响——以情绪智商(EQ)和社会智能(SQ)为中心

本研究以广告代理公司中就职的员工为研究对象,对广告代理公司不同的工作环境对广告开创性业务成果的影响进行研究。所得结论为：1、综合广告代理公司和广告制作公司在社会智能的下属属性中社会性技术的心态,情绪智商的下属属性中情绪调整和活用情绪及开创性业务成果认识上都存在着差异;2、广告企划者和创作组广告人的社会智能和情绪智商及开创性业务成果认识识别上没有差异。因此,在广告代理公司中,与创意性成果有着紧密关联的广告企划者和创作组,都非常了解应重视开创性业务的重要性;3、广告人工作时间越长,社会智能和情绪智商对创意性业务成果的认识越高;4,广告人的工作时间和职位越高开创性业务成果认识越高。     

Siri,Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications

ABSTRACT

Digital assistants (e.g., Apple’s Siri, Amazon’s Alexa, Google’s Google Assistant) are highly complex and advanced artificial intelligence (AI) based technologies. Individuals can use digital assistants to perform basic personal tasks as well as for more advanced capabilities. Yet, the functional and topical use of a digital assistant tends to vary by individual. This study reflects the contextual experiences of the respondents. At present, there is little empirical evidence of customer satisfaction with digital assistants. PLS-SEM was used to analyse 244 survey responses to examine this research gap. The results confirmed that expectations and confirmation of expectations have a positive and significant relationship on customer satisfaction with digital assistants. This study provides evidence that customer expectations are being satisfied through the digital assistant interaction experience. As firms integrate digital assistants into their operations, they must help customers properly define what to expect from the firm’s interactive experience.     

The Ethics of Management Control Systems: Developing Technical and Moral Values

In this paper, we review the conventional analyses of management control systems, to conclude, first, that the illusion of control can mislead managers into believing that everything can be controlled and monitored, and, second, that no incentive system based only on extrinsic rewards can motivate individuals properly. Then, we investigate the philosophical foundations of the basic assumptions that, implicitly or explicitly, are made about the nature of the acting person. Based on personalist phenomenology, we show how the development of technical and moral values is crucial to the long-run survival of organizations. We end by offering some guidelines as to what control systems should be like in order to be compatible with the nature of human persons.     

人工智能在我国公共卫生建设中的应用与思考

新冠疫情的暴发以及长期防治对中国的公共卫生体系造成深远影响,给我国突发公共卫生事件应急与防控机制带来巨大的考验。在疫情防控的过程中,信息化技术为传统医疗机构带来瞩目的帮助与改变,人工智能、大数据、5G高速网络等新兴高科技的蓬勃发展在直接提升医疗水平方面表现出巨大潜力。本文就人工智能在疫情期间的医疗辅助功能展开讨论,并对未来我国公共卫生体系的建设进行了思考。     

Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

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.     

Stakeholder theory and internal marketing communications: a framework for analysing the influence of new media

Effective two‐way communication is widely viewed as an essential component of successful internal marketing strategies, yet little research has so far been conducted on the relative merits of different communication media in an internal marketing context. Since the mid‐1990s Internet technologies have revolutionized internal communications in many organizations. However, the impact of these new forms of electronic media on internal marketing communication remains relatively unexamined. This paper draws on stakeholder and communication theories to provide a framework for understanding the dimensions of effective internal marketing communications and presents the results of an empirical study on the relationship between these dimensions and the use of new media in the workplace.     

Exploring the knowledge spillovers of a technology in an entrepreneurial ecosystem—The case of artificial intelligence in Sydney

New knowledge presents opportunities for commercial value and can hence be a critical asset for entrepreneurial ecosystems (EEs). In particular, general purpose technologies are major drivers of entrepreneurship. Thus, a nuanced understanding on technological knowledge and its spillovers among actors within an EE is warranted. Using knowledge‐spillover‐based strategic entrepreneurship theory, we propose to observe knowledge spillovers through the assessment of the knowledge bases of a technology in an EE. To do so, this article proposes to use three key sources of knowledge: publications reflecting the emerging knowledge base, patents representing the realized knowledge base, and startups showing the experimental knowledge base. This article uses secondary data sources such as Web of Science and applies the method of bibliometrics to illustrate how an assessment is carried out in practice by evaluating the artificial intelligence (AI) knowledge bases in Sydney from 2000 to 2018. The findings are summarized with an illustration of the evolution of the key actors and their activities over time in order to indicate the key strengths and weaknesses in Sydney's AI knowledge among the different bases. Contrary to expectations from the high potential of knowledge spillovers from a general purpose digital technology such as AI, the article shows that apparent knowledge spillovers are yet highly limited in Sydney. Even though Sydney has a strong emerging knowledge base, the realized knowledge base seems weak and the experimental knowledge base is slowly improving. That observation itself verifies the need to take strategic actions to facilitate knowledge spillovers within EEs. After the implications for theory and policy makers are discussed, suggestions for further studies are proposed.     

Consumers' willingness to buy products with environmental and ethical claims: the roles of social representations and social identity

This study investigates how social representations and consumers' identification with organic food consumers affects intentions to buy products that make environmental and ethical claims. For the purposes of the study, an online panel study was conducted on a representative sample of consumers (n = 1006) in the United Kingdom. The results demonstrate that consumers who are adherent to natural foods or technology and do not perceive food as a necessity are more willing to buy environmentally friendly and ethical products. There seems to be no relationship between perceptions of food as a source of enjoyment and intentions to buy sustainable products. Finally, social identification with the organic consumer is positively related with the intentions to buy products that make environmental and ethical claims. The current research demonstrates that both individual perceptions of food and consumers' perceptions of the social environment play an important role in promoting environmentally friendly and ethical behaviour.     

Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making

Artificial intelligence (AI) has penetrated many organizational processes, resulting in a growing fear that smart machines will soon replace many humans in decision making. To provide a more proactive and pragmatic perspective, this article highlights the complementarity of humans and AI and examines how each can bring their own strength in organizational decision-making processes typically characterized by uncertainty, complexity, and equivocality. With a greater computational information processing capacity and an analytical approach, AI can extend humans’ cognition when addressing complexity, whereas humans can still offer a more holistic, intuitive approach in dealing with uncertainty and equivocality in organizational decision making. This premise mirrors the idea of intelligence augmentation, which states that AI systems should be designed with the intention of augmenting, not replacing, human contributions.     

The megamarketing of microfinance: Developing and maintaining an industry aura of virtue

The current socio-economic climate is marked by an increased focus on corporate responsibility and the role of business in society. In this climate, megamarketing – efforts to develop and sustain an industry or market by gaining the cooperation and support of various stakeholders and publics – is an increasingly relevant approach. Current research in megamarketing focuses on understanding how various industry actors and stakeholders establish the legitimacy of a given industry by accommodating prevailing regulatory, normative, and cultural-cognitive structures. In contrast, this paper examines megamarketing efforts that go beyond such attempts to establish legitimacy towards establishing an industry as a virtuous entity displaying qualities that surpass minimal accepted standards and ‘business-as-usual.’ Inspired by work on virtue ethics in organisational studies, we develop the concept of industry aura: a ‘halo’ of unique and authentic virtues that characterise an industry. We explore the development of industry aura by surveying the discursive megamarketing tactics through which microfinance has been established as a virtuous industry. We conducted qualitative and quantitative analyses of 589 articles about microfinance appearing in five selected newspapers between 1986 and 2016. Our findings reveal three sets of megamarketing discursive tactics: 1) diagnostic framing and social mission framing, deployed to establish microfinance as a virtuous entity; 2) virtue anchoring and frame bridging, used to defend the industry’s aura in times of authenticity crisis; and 3) diagnostic and social-mission reframing aimed at recovering the tarnished aura of microfinance. Our paper enriches megamarketing research by charting relevant terrain that stretches beyond the established vectors of legitimacy theorizing and offers important implications for megamarketing practitioners.     

Similarities in Business and IT Professional Ethics: The Need for and Development of A Comprehensive Code of Ethics

The study of business ethics has led to the development of various principles that are the foundation of good and ethical business practices. A corresponding study of Information Technology (IT) professionals’ ethics has led to the conclusion that good ethics in the development and uses of information technology correspond to the basic business principle that good ethics is good business. Ergo, good business ethics practiced by IT professionals is good IT ethics and vice versa. IT professionals are professionals in businesses; a difficulty presented to these professionals, however, is the number and diversity of codes of ethics to which they may be held. Considering the existence of several formalized codes of ethics prepared by various IT professionals’ associations, a more harmonized approach seems more reasonable. This paper attempts to present a review of the purpose of codes of ethics, the persons who should be covered by such codes and to organize codes of ethics for business in general and IT professionals in particular and to make the argument that, once again, good ethics is good business practice, regardless of the profession or occupation concerned