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How artificial intelligence will change the future of marketing

Author

Listed:
  • Thomas Davenport

    (Babson College)

  • Abhijit Guha

    (University of South Carolina)

  • Dhruv Grewal

    (Babson College)

  • Timna Bressgott

    (Maastricht University)

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.

Suggested Citation

  • Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:1:d:10.1007_s11747-019-00696-0
    DOI: 10.1007/s11747-019-00696-0
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    References listed on IDEAS

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