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

Abstract

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.”

Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

“…Additionally, we show the value co-creation process for interactive AI technologies is a function of inputs (digital self-efficacy and relational service quality), tech-enabled experiences (shared decision-making) and AI outputs (anticipatory AI value co-creation and intention to adopt AI). We thus respond to interest in investigating the entire AI value co-creation process in an interactive marketing context (Hau and Liu, 2021;Peltier et al, 2023). Lastly, our study sheds light on how AI may enhance consumer wellness, an increasingly important societal topic (Dahl et al, 2022).…”

“…Marketers increasingly deploy AI systems to influence and enhance the customer experience (Peltier et al, 2023). Conceptually, AI refers to a computing system's ability to perform tasks resembling human cognition encompassing various interconnected technologies (Huang and Rust, 2018).…”

“…In this study, we define digital self-efficacy as the consumers' perception of their ability to integrate technology resources into service delivery. Given the lack of research in this area related to AI (Peltier et al, 2023), we frame our argument in terms of telemedicine, a technology-enabled approach to healthcare service delivery experiencing increased consumer adoption (Swan et al, 2019). Shared decision-making represents the extent to which consumers are co-participants engaged in the decision-making process with their health provider (Dahl et al, 2021).…”

“…The healthcare ecosystem has much to gain through increased adoption of AI systems (Hercheui and Mech, 2021;Peltier et al, 2023). Haenlein and Kaplan (2019, p. 5) define AI as "a system's ability to interpret external data correctly, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation."…”

“…Haenlein and Kaplan (2019, p. 5) define AI as "a system's ability to interpret external data correctly, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation." Peltier et al (2023) define AI as "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." This definition closely aligns with health-care decision-making needs through autonomous data collection and analysis.…”