Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management

Volkmar, Gioia V.; Fischer, Peter Mathias; Reinecke, Sven

doi:10.1016/j.jbusres.2022.04.007

Cited by 49 publications

(23 citation statements)

References 81 publications

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“…Besides AR and VR (which represent fundamental gateways to the metaverse), other emerging technologies will likely play a substantial role in the cultural penetration of the concept. For example, understanding how AI (Huang & Rust, 2021) and machine learning (Volkmar et al, 2022)i m p a c t marketing can be extended to envision metaverse implications for the marketing domain.…”

Section: Challengesmentioning

confidence: 99%

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Dwivedi

Hughes

Wang

et al. 2022

Psychology and Marketing

330

130

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The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketingfocused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse.We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing.

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Section: Challengesmentioning

confidence: 99%

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Dwivedi

Hughes

Wang

et al. 2022

Psychology and Marketing

330

130

View full text Add to dashboard Cite

show abstract

“…Strategic orientations. The adoption of AI for interactive marketing requires strategic shifts within the marketing function, managerial mindsets and firm-level orientations to establish an organizational commitment to AI (Davenport et al, 2020;Fountaine et al, 2019;Volkmar et al, 2022). Firm-level strategic orientations and related organizational culture factors help set the direction for the marketing function and influence the extent to which AI-enabled marketing initiatives become embedded across an organization's operations (Aimé et al, 2022;Latinovic and Chatterjee, 2022).…”

Section: Firm-level Factorsmentioning

confidence: 99%

“…Operational and strategic performance. Marketing management support systems integrating AI may help marketers achieve improved effectiveness and productivity across operational and strategic performance levels (Sivaramakrishnan et al, 2007;Volkmar et al, 2022). For instance, AI may optimize marketing performance via rational decision-making (Bag et al, 2021), cost savings (Burström et al, 2021;Mishra et al, 2022), innovation (Leone et al, 2021) and other operational optimizations (Dubey et al, 2021).…”

Section: Ai In Interactive Marketingmentioning

confidence: 99%

“…Wang, the authors contend that the connection between AI and interactive marketing is made explicit when the systems used are leveraged to create real-time, personalized and response-oriented buyer–seller relationships that are constructed through co-created value propositions (Dahl et al , 2021; Manser Payne et al ., 2021a; Manser Payne et al , 2021b). In Table II, various AI application areas and their possible connections to AI and interactive marketing are categorized (adapted from Roggeveen and Sethuraman, 2020; Volkmar et al , 2022). Integrating the core elements of AI shown in Table I with the critical aspects of interactive marketing posited earlier, AI in the context of interactive marketing is defined as follows:“Real-time and personalized adaptive learning and decision-making systems that mimic human intelligence through the autonomous processing, analysis and interpretation of data problem-solving and goal attainment purposes from both a buyer and seller perspective.”…”

Section: Foundations Of Artificial Intelligencementioning

confidence: 99%

“…A firm's marketing capabilities to identify, assess and exploit AI-enabled interactive marketing opportunities in a rapidly changing competitive environment is also likely to be critical to achieving successful AI-driven transformation (Verhoef and Bijmolt, 2019). Research has also suggested that dynamic capabilities related to knowledge management (Chowdhury et al , 2022; Volkmar et al , 2022), knowledge sharing (Burström et al , 2021), organizational learning (Gligor et al , 2021) and managerial human capital (Akter et al , 2022), among others, may impact the successful employment of interactive AI.…”

Section: Antecedents To Artificial Intelligence Usagementioning

confidence: 99%

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Artificial intelligence in interactive marketing: a conceptual framework and research agenda

Peltier¹,

Dahl²,

Schibrowsky³

2023

JRIM

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PurposeArtificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.Design/methodology/approachThe authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.FindingsThe literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.Originality/valueThis is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

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AI and New Forms of Market Interaction to Enhance Customer Experience—A Management Perspective

Pugna,

Popescu,

Henson

2024

Springer Proceedings in Business and Economics

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Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management

Cited by 49 publications

References 81 publications

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Artificial intelligence in interactive marketing: a conceptual framework and research agenda

AI and New Forms of Market Interaction to Enhance Customer Experience—A Management Perspective

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