IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-94946-3_10.html
   My bibliography  Save this book chapter

Artificial Intelligence (AI) and Marketing Dilemmas

In: The Dark Side of Marketing

Author

Listed:
  • Pawan Kumar

    (Lovely Professional University)

  • Sumesh Singh Dadwal

    (London Southbank University)

  • Sanjay Modi

    (Lovely Professional University)

  • Arsalan Mujahid Ghouri

    (London Southbank University)

  • Hamid Jahankhani

    (Northumbria University)

Abstract

Marketers face a dilemma while deciding whether to use artificial intelligence (AI) in marketing or not. The application of artificial intelligence (AI) in marketing brings in complex challenges and opportunities at the same time. On the one hand, AI enables efficiency, data analytics, predictive analytics, automation, hyper-personalisation, dynamic pricing, and effective promotional and distribution practices; however, on the other hand it raises dilemmas of biasedness and fairness, consumer privacy and security, consumer manipulations and market grooming, transparency and autonomy, consumer trust and authenticity, ethical use of AI in influencer marketing, regulation and governance, over-reliance of technology, and automation and job loses, etc. This chapter explores and discusses the application of AI in marketing, a range of decision dilemmas, and guides a way forward for marketing decision-makers.

Suggested Citation

  • Pawan Kumar & Sumesh Singh Dadwal & Sanjay Modi & Arsalan Mujahid Ghouri & Hamid Jahankhani, 2025. "Artificial Intelligence (AI) and Marketing Dilemmas," Springer Books, in: The Dark Side of Marketing, chapter 0, pages 249-288, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-94946-3_10
    DOI: 10.1007/978-3-031-94946-3_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-94946-3_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.