Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

•Examine AI technologies in marketing via a global lens.•Global lens focuses on three levels of analysis: country, company, and consumer.•Country-level analysis emphasizes the heterogeneity in economic inequality across countries.•Company-level analysis focuses on glocalization.•Consumer-level analy...

Full description

Saved in:
Bibliographic Details
Published in:International journal of research in marketing Vol. 39; no. 2; pp. 522 - 540
Main Authors: Kopalle, Praveen K., Gangwar, Manish, Kaplan, Andreas, Ramachandran, Divya, Reinartz, Werner, Rindfleisch, Aric
Format: Journal Article
Language:English
Published: Elsevier B.V 01.06.2022
Subjects:
Artificial intelligence
Audio
Automated analysis of text
Ethics and privacy
Global marketing
Glocalization
Human–machine interaction
Inequality
Video
Global marketing
Glocalization
Automated analysis of text
Ethics and privacy
Video
Images
Human–machine interaction
Audio
Artificial intelligence
Inequality
ISSN:0167-8116, 1873-8001
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:•Examine AI technologies in marketing via a global lens.•Global lens focuses on three levels of analysis: country, company, and consumer.•Country-level analysis emphasizes the heterogeneity in economic inequality across countries.•Company-level analysis focuses on glocalization.•Consumer-level analysis examines consumer ethics and privacy concerns in relation to AI. Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.
ISSN:0167-8116
1873-8001
DOI:10.1016/j.ijresmar.2021.11.002