Commentary: Artificial Intelligence: The Marketer’s Dilemma

Kozinets, Robert V.; Gretzel, Ulrike

doi:10.1177/0022242920972933

Cited by 42 publications

(21 citation statements)

References 10 publications

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“…The more that the marketer relies on Amazon for its sales, the more likely it is that changes in Amazon's search algorithms (e.g. to favor a new Amazon sportswear brand), will affect the marketer” (Kozinets and Gretzel, 2021, p. 158). Platform dependence is a marketing vulnerability to be guarded against as well as an asset to be leveraged.…”

Section: Algorithmic Branding In Contextmentioning

confidence: 99%

Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Kozinets

2021

JOSM

Self Cite

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PurposeContemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a conceptual understanding of the elements of contemporary branding as they take place using networked platforms and explains them as an increasingly important practice that affects customer and manager experience.Design/methodology/approachThis article draws on a variety of recent sources to synthesize a model that offers a more contextualized, comprehensive and up-to-date understanding of how branding has become and is being altered because of the use of branded service platforms and algorithms.FindingsCore terminology about technoculture, technocultural fields, platform assemblages, affordances, algorithms and networks of desire set the foundation for a deeper conceptual understanding of the novel elements of algorithmic branding. Algorithmic branding transcended the mere attachment of specific “mythic” qualities to a product or experience and has morphed into the multidimensional process of using media to manage communication. The goal of marketers is now to use engagement practices as well as algorithmic activation, amplification, customization and connectivity to drive consumers deeper into the brand spiral, entangling them in networks of brand-related desire.Practical implicationsThe model has a range of important managerial implications for brand management and managerial relations. It promotes a understanding of platform brands as service brands. It underscores and models the interconnected role that consumers, devices and algorithms, as well as technology companies and their own service brands play in corporate branding efforts. It suggests that consumers might unduly trust these service platforms. It points to the growing importance of platforms' service brands and the consequent surrender of branding power to technology companies. And it also provides a range of important ethical and pragmatic questions that curious marketers, researchers and policy-makers may examine.Originality/valueThis model provides a fresh look at the important topic of branding today, updating prior conceptions with a comprehensive and contextually grounded model of service platforms and algorithmic branding.

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Section: Algorithmic Branding In Contextmentioning

confidence: 99%

Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Kozinets

2021

JOSM

Self Cite

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“…In one sense, some individuals believe automated products can function as helpful friends in domains such as education (e.g., virtual teaching assistants) and healthcare (e.g., social robots and nursing assistants) [22]. Yet, despite such benefits, many consumers remain reluctant to adopt automated products [23,24]. For instance, the proportion of consumers who are willing to try self-driving vehicles and AI-powered medical diagnostic systems is quite low [25].…”

Section: Consumers' Preferences For Automated Productsmentioning

confidence: 99%

Threat to Nature Connectedness: How Does It Influence Consumers’ Preferences for Automated Products?

Zhang

Tao

2022

Sustainability

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Connection with the natural world is a fundamental human need related to sustainable development. However, such a human need is very likely to be threatened in modern, industrialized society. This paper represents the first attempt to investigate the effect of perceived disconnection from nature on consumers’ preference for automated products (e.g., virtual assistants). Based on two surveys (276 adult participants) and one experimental study (282 adult participants), we found that perceived disconnection from nature can magnify consumers’ resistance to automated products. We further examined the underlying mechanism through moderated mediation model and revealed that consumers who perceive greater nature disconnection are less likely to perceive automated products as helpful friends, leading to a lower likelihood of adopting these products. The present research unveils this novel effect of perceived disconnection with nature on consumer behavior and provides fresh insight into how consumers’ preferences for automated products can be influenced by psychology rather than technology. Additionally, these findings can extend the research regarding sustainable consumption.

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“…Recommended advertisings can be positive because they lead consumers to feel deeply understood either objectively or subjectively. For example, consumer categorizations can be valuable to affirm the self: personalized offers that indicate membership in an aspirational group may help consumers satisfy identity motives when they are perceived as social labels (Summers, Smith, & Reczek 2016; Kozinets & Gretzel, 2021) and introduce them to a new product that is needed.…”

Section: Marketing Implicationsmentioning

confidence: 99%

“…Even though Artificial Intelligence (AI) offers marketers a powerful tool that is guaranteed by particular circumstances and was able to achieve impressive results for a single campaign, it did not contribute to any organizational or managerial marketing knowledge (Kozinets & Gretzel, 2021). Even though RS have become significant decision aids and an important element of the marketing models of many firms, the creators of the "black box" model of AI, sometimes lose control of it (Knight, 2017).…”

Section: Introductionmentioning

confidence: 99%

Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms

Yassin¹

2021

JSS

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Commentary: Artificial Intelligence: The Marketer’s Dilemma

Cited by 42 publications

References 10 publications

Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Threat to Nature Connectedness: How Does It Influence Consumers’ Preferences for Automated Products?

Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms

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