Ethical Dilemmas in the Personalization of News from Voice Interfaces

Esteban, Luis Miguel Pedrero; Gas-Gozalbo, Beatriz

doi:10.1002/9781119706519.ch11

Cited by 2 publications

(2 citation statements)

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“…For example, future research needs to clarify the potential hard feelings caused by AIP and investigate the impact of AIP on consumers' autonomy, control and self-regulation (Andre et al , 2018). This is particularly important in developing a healthy digital marketing environment and an ethical and sustainable approach (Pedrero-Esteban and Gas-Gozalbo, 2021). Furthermore, interactive marketing highlights the significance of value co-creation (Izogo et al , 2021; Wang, 2021), and the authors' observations reveal the importance of AIP in interactive marketing practices.…”

Section: Future Research Agendamentioning

confidence: 99%

Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Gao

Liu

2022

JRIM

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PurposeArtificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP.Design/methodology/approachDrawing upon Lemon and Verhoef's customer journey, the authors explore relevant literature and industry observations on AIP applications in interactive marketing. The authors identify the dilemmas of AIP practices in different stages of customer journeys and make important managerial recommendations in response to such dilemmas.FindingsAIP manifests itself as personalized profiling, navigation, nudges and retention in the five stages of the customer journey. In response to the dilemmas throughout the customer journey, the authors developed a series of managerial recommendations. The paper is concluded by highlighting the future research directions of AIP, from the perspectives of conceptualization, contextualization, application, implication and consumer interactions.Research limitations/implicationsNew conceptual ideas are presented in respect of how to harness AIP in the interactive marketing field. This study highlights the tensions in personalization research in the digital age and sets future research agenda.Practical implicationsThis paper reveals the dilemmas in the practices of personalization marketing and proposes managerial implications to address such dilemmas from both the managerial and technological perspectives.Originality/valueThis is one of the first research papers dedicated to the application of AI in interactive marketing through the lenses of personalization. This paper pushes the boundaries of AI research in the marketing field. Drawing upon AIP research and managerial issues, the authors specify the AI–customer interactions along the touch points in the customer journey in order to inform and inspire future AIP research and practices.

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Section: Future Research Agendamentioning

confidence: 99%

Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Gao

Liu

2022

JRIM

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“…This includes tweets, stories, push notifications, newsletters, memes, and emoticons, among others. The list of formats will continue to grow and change as innovation in devices, applications, social media, and platforms progresses and as users adopt and adapt to them [3].…”

mentioning

confidence: 99%

Digital Communication in the Age of Immediacy

Pedrero-Esteban,

Barrios-Rubio

2024

Digital

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The media has become a central aspect of everyday life, providing information and entertainment, and serving as a basis for citizen consumption. The content that appears on the internet today is the result of numerous experiences accumulated throughout the history of media, particularly in the last four decades of technological and social development. The following text analyses how the hybridisation of analogue and digital technologies affects audience consumption patterns and expectations, leading to a more flexible relationship with the media. This study employed a theoretical examination of documentary sources, including texts, articles, and digital materials. The findings indicate a shift from simple, vertical, and linear communication systems to networks that enable horizontal and personalised consumption. The conclusion drawn is that technology has redefined structures and concepts, with the smartphone serving as the focal point of media consumption. Living culture is shaped by technology, because the message, more than the specific content, is the meaning, recognition, and exchange of a world that needs to be re-thought.

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Ethical Dilemmas in the Personalization of News from Voice Interfaces

Cited by 2 publications

References 12 publications

Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Digital Communication in the Age of Immediacy

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