Abstract

Abstract In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot. Prior research typically addresses a subset of these dimensions; this paper integrates all three into a single framework. Next, the authors propose a research agenda that addresses not only how marketing strategies and customer behaviors will change in the future, but also highlights important policy questions relating to privacy, bias and ethics. Finally, the authors suggest AI will be more effective if it augments (rather than replaces) human managers.

Keywords

Extant taxonTask (project management)Computer scienceMarketingMarketing researchKnowledge managementArtificial intelligenceData scienceBusinessManagementEconomics

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Publication Info

Year
2019
Type
article
Volume
48
Issue
1
Pages
24-42
Citations
1934
Access
Closed

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Cite This

Thomas H. Davenport, Abhijit Guha, Dhruv Grewal et al. (2019). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science , 48 (1) , 24-42. https://doi.org/10.1007/s11747-019-00696-0

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DOI
10.1007/s11747-019-00696-0

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Data completeness: 86%