How Artificial Intelligence Will Change the Future of Marketing

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (in press). "How artificial intelligence will change the future of marketing", Journal of the Academy of Marketing Science, 2019

19 Pages Posted: 12 Dec 2019

See all articles by Thomas H. Davenport

Thomas H. Davenport

Babson College

Abhijit Guha

University of South Carolina - Department of Marketing

Dhruv Grewal

Babson College - Marketing Division

Timna Bressgott

Maastricht University - Department of Marketing

Date Written: November 25, 2019

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: Artificial Intelligence, Marketing Strategy, Robots, Privacy, Bias, Ethics

Suggested Citation

Davenport, Thomas H. and Guha, Abhijit and Grewal, Dhruv and Bressgott, Timna, How Artificial Intelligence Will Change the Future of Marketing (November 25, 2019). Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (in press). "How artificial intelligence will change the future of marketing", Journal of the Academy of Marketing Science, 2019, Available at SSRN: https://ssrn.com/abstract=3493158

Thomas H. Davenport

Babson College ( email )

231 Forest St.
Babson Park, MA 02457-0310
United States

Abhijit Guha (Contact Author)

University of South Carolina - Department of Marketing ( email )

United States

Dhruv Grewal

Babson College - Marketing Division ( email )

Babson Park, MA 02157
United States

HOME PAGE: http://faculty.babson.edu/dgrewal

Timna Bressgott

Maastricht University - Department of Marketing ( email )

Maastricht NL, 6200 MD
Netherlands

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