Artificial intelligence (AI) and value co-creation in B2B sales: Activities, actors and resources

Artificial intelligence (AI)-enabled digital marketing is revolutionizing the way organizations create content for campaigns, generate leads, reduce customer acquisition costs, manage customer experiences, market themselves to prospective employees, and convert their reachable consumer base via social media. Real-world examples of organizations who are using AI in digital marketing abound. For example, Red Balloon and Harley Davidson used AI to automate their digital advertising campaigns. However, we are early in the process of both the practical application of AI by firms broadly and by their marketing functions in particular. One could argue that we are even earlier in the research process of conceptualizing, theorizing, and researching the use and impact of AI. Importantly, as with most technologies of significant potential, the application of AI in marketing engenders not just practical considerations but ethical questions as well. The ability of AI to automate activities, that in the past people did, also raises the issue of whether marketing professionals will embrace AI as a means to free them from more mundane tasks to spend time on higher value activities, or will they view AI as a threat to their employment? Given the nascent nature of research on AI at this point, the full capabilities and limitations of AI in marketing are unknown. This special edition takes an important step in illuminating both what we know and what we yet need to research.

Section: Revolutionizing Digital Marketingmentioning

confidence: 99%

Artificial Intelligence (AI): Revolutionizing Digital Marketing

Esch

Black²

2021

“…Very recently however, some journals have run special issues on AI in marketing, and so these papers would not yet have had the chance to be read and widely cited (e.g. Bakpayev et al, 2020; Paschen et al, 2020; Xu et al, 2020; Van Esch et al, 2020; Mogaji et al, 2020; Oosthuizen et al, 2020).…”

Section: Artificial Intelligence Comes To Marketingmentioning

confidence: 99%

Artificial intelligence in marketing: A bibliographic perspective

Feng

Park

Pitt

et al. 2020

Self Cite

The concept of artificial intelligence (AI) was born in the mid-twentieth century to describe endeavours in computer science focusing on the simulation of human learning. Since then, advances in computing, data collection and data storage have made AI an increasingly important area for researchers and practitioners across a range of disciplines in business and the social sciences. Despite that, there appears to be very few attempts at cataloging and condensing prior research in this area. As such, this paper uses the VOSViewer data visualizer to determine the major authors in the field and to identify themes and concepts emanating from prior research.

“…Regarded as innovations that “cause an upheaval in the existing market structure and dominant firms” (Schuelke-Leech, 2018, p. 261) by being cheaper, simpler, and more convenient than the dominant technology (Christensen, 2000), disruptive technologies are regarded as disruptive when it overthrows existing paradigms, methods, or ideas. Examples of disruptive technologies with potential to overthrow existing paradigms include AI (U. Paschen et al, 2020), blockchain and distributed ledger technology (Morkunas et al, 2019), or virtual reality (Farshid et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Reading Between the Lines: Understanding Customer Experience With Disruptive Technology Through Online Reviews

Robertson

Ferreira

Paschen

2021

Self Cite

A customer’s experience with a brand, as evidenced in online customer reviews, has attracted multidisciplinary scholarly attention. Customer experience plays an important role as an antecedent to brand engagement, brand adoption, and eventual brand loyalty. Thus, it is important for businesses to understand their customers’ experiences so that they can make changes as necessary. The COVID-19 pandemic has brought unprecedented changes to the business landscape, forcing businesses to move online, with many utilizing enterprise video conferencing (EVC) to maintain daily operations. To ensure efficient digitization, many turned to the online reviews of others’ experiences with EVC before engaging with it themselves. This research examined how the customer experience is portrayed through emotional tone and word choice in online reviews for the EVC platform Zoom. Using computerized text analysis, key differences were found in the emotional tone and word choice for low- and high-rated reviews. The complexity and emotionality expressed in reviews have implications on the usability of the review for others. The results from this study suggest that online customer reviews with a high rating express a higher level of expertise and confidence than low-rated reviews. Given the potential dissemination and impact, digital marketers may be well advised to first and foremost respond to online reviews that are high in emotional tone.