An Assessment of Blockchain and Artificial Intelligence as Transformational Technologies in Marketing

Abstract

Marketing practice is changing in this era of digital disruption and revolutionary technologies. Transformation technology is a difficult task, but the adoption of blockchain and AI will make it easier. Regardless of the number of partners (internal, external, or both) participating in a given commercial transaction, a system in which numerous electronic parties can safely communicate, collaborate, and transact without human intervention is highly adaptive and efficient. The authors of this study propose a methodology for reviewing numerous situations of marketing through the use of transformative technologies and their relevant consequences for enterprise, consumer, and academic research to assess blockchain and AI as transformational.