Researchers from Erasmus University, The Ohio State University, York University, and London Business School produced a brand-new article in the Journal of Marketing that examines the tension between AI’s benefits and costs and then gives recommendations to guide managers and scholars investigating these challenges.
The study, forthcoming in the Journal of Marketing, is entitled “Consumers and Artificial intelligence: An Experiential Perspective” and is authored by Stefano Puntoni, Rebecca Walker Reczek, Markus Giesler, and Simona Botti.
Not long ago, artificial intelligence( AI) was the stuff of science fiction. Now it is changing how buyers munch, sleep, part, continue, and even year. Shoppers can interact with AI throughout the day, from Fitbit’s fitness tracker and Alibaba’s Tmall Genie smart speaker to Google Photo’s editing suggestions and Spotify’s music playlists. Given the growing ubiquity of AI in consumers’ lives, purveyors operate in organizations with a culture increasingly shaped by computer science. Software developers’ objective of creating technological excellence, nonetheless, may not naturally align with marketers’ objective of creating quality customer ordeals. For instance, computer scientists often distinguish algorithms as neutral tools evaluated on efficiency and accuracy, an approaching that may overlook the social and individual intricacies of the contexts in which AI is increasingly deployed. Thus, whereas AI can improve consumers’ lives in very concrete and relevant behaviors, a failure to incorporate behavioral revelation into technological developments may undermine consumers’ experiences with AI. This article seeks to bridge these two positions. On one paw, the researchers acknowledge the benefits that AI can provide to buyers. On the other hand, they build on and integrate sociological and psychological scholarship to examine the costs purchasers can experience in their interactions with AI. As Puntoni shows, “A key problem with optimistic revelries that goal AI’s alleged accuracy and efficiency as automated promoters of democracy and human inclusion is their tendency to efface intersectional complexities.”
The article begins by presenting a frame that conceptualizes AI as ecological systems with four capabilities: data captivate, classification, delegating, and social. It focuses on the consumer experience of these capabilities, including the tensions felt. Reczek adds, “To articulate a customer-centric view of AI, we move attention away from the technology toward how the AI capabilities are experienced by shoppers. Consumer know-how is in relation to interactions between consumer interests and the company during the customer journey and encompasses variou features: psychological, cognitive, behavioral, sensorial, and social.”
The investigates then discuss the experience of these tensions at a macro level, by expose related and often explosive narrations in the sociological context, and at the micro grade, by illustrating them with real-life patterns ground in relevant psychological literature. Using these penetrations, health researchers afford purveyors with recommendations regarding how to learn about and oversee the tensions. Paralleling the joint emphasis on social and individual responses, they delineate both the organizational learning in which conglomerates should engage to lead the deployment of consumer AI and concrete steps to design improved consumer AI experiences. The commodity closes with a research agenda that cuts in all the regions of the four customer knows and impressions for how researchers might contribute new knowledge on this important topic.
Full article and writer contact information available at: https :// doi.org/ 10.1177/ 00222429209 53847
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The Journal of Marketing develops and propagates knowledge about real-world marketing questions useful to students, professors, administrators, policy makers, buyers, and other societal stakeholders various regions of the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and borderlines of the marketing discipline. Christine Moorman( T. Austin Finch, Sr. Professor of Business Administration at the Fuqua School of Business, Duke University) serves as the current Editor in Chief. https :// www.ama.org/ jm
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