Artificial intelligence in marketing: a network analysis and future agenda

Schiessl, Djonata; Dias, Helison Bertoli Alves; Korelo, José Carlos

doi:10.1057/s41270-021-00143-6

Cited by 21 publications

(7 citation statements)

References 68 publications

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“…Another study by Schiessl et al (2022) highlights that researchers and businesses have been exploring using artificial intelligence to gain strategic insights into consumer behavior. However, despite individual efforts, more knowledge of using artificial intelligence in this field is still needed.…”

Section: Results and Findingsmentioning

confidence: 99%

Untitled

2024

BJMS

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The convergence of Generative Artificial Intelligence (GAI), Emotional Intelligence (EI), and social skills represents a transformative force in the realm of marketing strategy. The purpose of the study is to explore the intricate synergy between GAI, which leverages machine learning and natural language processing, and the deeply human qualities of EI and social skills. It investigates in general how this alliance has the potential to revolutionize future marketing practices by creating more personalized, emotionally resonant, and ethically responsible strategies.The foundation of this research lies in addressing critical questions facing the marketing industry today. First, the need for enhanced personalization. Second, the creation of emotionally intelligent content. Third, ethical considerations and cross-cultural adaptability. Fourth, long-term effectiveness. Fifth, the dynamic interplay between human marketers and AI.Through an interdisciplinary approach, encompassing fields such as AI, psychology, ethics, and marketing, this study examines in general the state of the art in GAI and EI integration, shedding light on how AI systems can be imbued with the capacity to perceive, understand, and respond to human emotions effectively. It delves into the ethical considerations that must underpin the development and deployment of emotionally intelligent marketing strategies, safeguarding consumer privacy and trust.Furthermore, this research investigates in general the cross-cultural adaptability of GAI-driven marketing strategies infused with EI, recognizing the importance of acknowledging cultural nuances in emotional expression and social norms. It evaluates the longterm efficacy of emotionally intelligent marketing, exploring whether such strategies foster enduring customer loyalty and brand affinity.Finally, this study navigates the evolving landscape of human-AI collaboration in marketing, defining the optimal roles of human marketers and AI systems in strategy development and execution.The goal of this research is to provide practical insights, ethical guidelines, and innovative strategies that enable marketers to leverage the complete potential of GAI in tandem with EI and social skills. The study envisions a future where marketing practices create genuine connections with consumers, encourage meaningful interactions, and drive sustainable business growth in a time marked by technological advancement and changing consumer expectations.

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Section: Results and Findingsmentioning

confidence: 99%

Untitled

2024

BJMS

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“…Our research advances theory on creativity in marketing and AI by providing a state-of-the-art review of the existing theories, constructs, methodologies, and contexts. Regarding the theoretical implications, while there are systematic literature review articles on the role of AI in marketing (e.g., Chintalapati & Pandey, 2022;Mariani et al, 2022;Mustak et al, 2021;Schiessl et al, 2021;Verma & Kenji et al, 2021;Vlačić et al, 2021), our research provides an in-depth review of the role that AI plays in the creative aspects of marketing.…”

Section: Contributions and Conclusionmentioning

confidence: 99%

“…Recent reviews of the literature have focused on artificial intelligence (AI) in marketing in general. For example, Schiessl et al (2021) focused on the impact of AI on brand role, the components of interactions in marketing, and the results of those interactions. In a review of the literature, Vlačić et al (2021) concentrated on the adoption, use, and acceptance of AI technology in marketing; the role of data protection and ethics; the role of institutional support for marketing AI; and the revolution of the labor market and marketers' competencies.…”

Section: Introductionmentioning

confidence: 99%

Toward advancing theory on creativity in marketing and artificial intelligence

Ameen

Sharma

Tarba

et al. 2022

Psychology and Marketing

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Creativity has been identified as the future of marketing; at the same time, artificial intelligence (AI) is enabling more automation in this field. The theories and frameworks in the literature have not yet sufficiently explained the impact of AI on creativity in marketing. Hence, this research aims to advance theories on creativity in marketing and AI by conducting a comprehensive review of the literature. Our review covers 156 papers published between 1990 and 2021, compiled on the basis of the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and the theory-contextcharacteristics-methodology framework. We advance theory in the field byproposing a new organizing framework to guide the integration of the identified themes and synthesize the antecedents, dimensions, and outcomes of creativity in marketing and AI. Furthermore, to assist academics and practitioners we propose a typology of the key skills required for creativity in marketing and the impact of specific AI capabilities on these skills. This article serves as a foundation for researchers by providing a holistic understanding of the integration of AI into creativity in marketing.

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“…The businessrelated effects of capital equipment and performance analytics are also studied in a multitude of industries and business environments (Harmath et al 2022;Legg et al 2022;Moriyama and Kuwano 2022;Zeybek and Ülengin 2022). Moreover, the impact and implementation of artificial intelligence (AI) in marketing is analyzed in a network context (Schiessl et al 2022).…”

Section: Capabilities and Performancementioning

confidence: 99%

Mapping 2022 in Journal of Marketing Analytics: what lies ahead?

Petrescu

Krishen

2023

J Market Anal

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The 27 peer-reviewed articles published in the Journal of Marketing Analytics (JMA) in 2022 present relevant insights regarding both the current state of marketing analytics and trends and topics to be considered by research and practice in 2023 and beyond. Considering the dynamic evolution of analytics, data science, and related technologies, we present here an overview of the essential questions and issues which may cross our paths in the weeks and months to come.A semantic analysis mapping of JMA's peer-reviewed articles is included in Fig. 1 (e.g., Krishen et al. 2019). The main themes identified in this unsupervised lexical analysis (via Leximancer) display the central areas of research in 2022. We will now expand on each of these themes. ConsumersArticles in the consumers theme reflected on analytics in the context of consumer engagement and retention (Bozkurt et al. 2022; Simões and Nogueira 2022), customer inertia (Kautish et al. 2022), and customer experience and preferences (Kaabachi et al. 2022; Yoo and Yoon 2022). Consumer communication in the context of the pandemic (Li and McCrary 2022) and the customer decision journey (Vollrath and Villegas 2022) were also topics approached in the context of marketing analytics.

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Artificial intelligence in marketing: a network analysis and future agenda

Cited by 21 publications

References 68 publications

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Toward advancing theory on creativity in marketing and artificial intelligence

Mapping 2022 in Journal of Marketing Analytics: what lies ahead?

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