Paper presented at the Fifth Jubilee International Scientific Conference “Remarketing the Reality”, 17th June 2022, University of Economics, Varna, Bulgaria
9 Pages Posted: 14 Dec 2022
Date Written: June 17, 2022
Advances in artificial intelligence (AI) have allowed for the wide application of AI in marketing. The general assumption of marketing theory currently is that AI should be used by companies to enable cheaper and more effective marketing, hence it is the supply side in the ‘seller-customer’ relationship that should use the AI. However, this does not need to be necessarily true. This report introduces the concept of AI-to-AI (AI2AI) marketing where artificial autonomous agents sell to other artificial autonomous agents. The report presents the conceptual framework of AI2AI marketing, sketches some of the major consequences in this paradigm shift for the marketing mix and the marketing processes of companies. Finally, this paper maps out future research directions on this topic.
Keywords: artificial intelligence, marketing, AI-to-AI marketing
JEL Classification: D21, D30, D40, M31, O32, O33
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