Programmatic creative: AI can think but it cannot feel

Bakpayev, Marat; Baek, Tae Hyun; Esch, Patrick van; Yoon, Sukki

doi:10.1016/j.ausmj.2020.04.002

Cited by 69 publications

(31 citation statements)

References 35 publications

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“…Second, our research features a yet unexplored tripartite “AI–physical–human” ecosystem, which potentially adds a significant layer to the incipient AI literature and serves as a theoretical framework for continued inquiries. This is important because as AI penetrates the retailing space and ultimately adds more touch points in the consumers' shopping journey, extant literature which either investigates AI from an organisation's perspective (Bakpayev et al, 2020; Van Esch et al, 2020) or examines its impact on consumers' decision‐making (Chuawatcharin & Gerdsri, 2019), will need to broaden its focus and incorporate a more nuanced perspective and in a more holistic manner (Posavac et al, 2006). We contend that the introduction of AI alters the physical retail environment, impacts consumer perceptions (e.g., shopping convenience), and their interaction with the environment, depending on their psychographics (e.g., self‐efficacy and callousness).…”

Section: Discussionmentioning

confidence: 99%

Self‐efficacy and callousness in consumer judgments of AI‐enabled checkouts

Esch

Cui

Jain

2021

Psychology and Marketing

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In a retail setting, two field studies and one controlled online experiment show that compared to self‐service checkouts, artificial intelligence (AI)‐enabled checkouts temporarily activate perceived shopping convenience. This leads to more favourable attitudes and higher purchase intent, but only for consumers who have higher levels of self‐efficacy (Studies 1 and 2). Furthermore, we find that this positive effect of AI‐enabled checkouts conditional on consumers' self‐efficacy, is diminished for consumers who show a low level of callousness (Study 3). This study introduces a novel variable to consumer literature, callousness, a subconstruct of psychopathy and features the unexplored tripartite “AI–physical–human” ecosystem, which adds a significant layer to the incipient AI literature and serves as a theeoretical framework for continued inquiries.

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Section: Discussionmentioning

confidence: 99%

Self‐efficacy and callousness in consumer judgments of AI‐enabled checkouts

Esch

Cui

Jain

2021

Psychology and Marketing

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“…In the last decade, AI has wholly transformed conventional technology to a whole new digitalization level (Bakpayev et al, 2020; Dwivedi et al, 2019; Xu et al, 2020). AI is the key to empower a machine to behave like a human but with the powerful algorithms and machine learning techniques to foresee environmental changes (Nilsson, 2009).…”

Section: Introductionmentioning

confidence: 99%

Let's play: Me and my AI‐powered avatar as one team

Butt

Ahmad

Goraya

et al. 2021

Psychology and Marketing

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Artificial intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities, which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights an AI‐powered avatar concept. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers' intention to play with AI‐powered avatars. A survey data of 500 respondents from China having experience playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to adopting an AI‐powered avatar and the consumers' psychological association with its adoption. Consequently, the results imply that AI‐powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as AI could be integrated into the gaming environment for a more pleasing and immersive experience.

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“…At the same time, digital brand communication has evolved substantially through the revolution of interactive advertising and continuously through programmatic advertising (Bakpayev et al 2020). Consequently, the communication landscape has changed from being conventional one-way, marketers to consumers, to an interactive (involving two-or multiple-way communication) and automated conversation that seeks active consumer engagement (Shankar et al 2010).…”

Section: Ai: Definitions and Application To Advertisingmentioning

confidence: 99%

“…This learning enables it to refine its advertising and increase its effectiveness (Kietzmann, Paschen, and Treen 2018). AI also enables online customer assistance (Pantano and Pizzi 2020) and programmatic creative and advertising optimization (Bakpayev et al 2020;Chen et al 2019;Deng et al 2019).…”

Section: Ai: Definitions and Application To Advertisingmentioning

confidence: 99%

“…AI revolutionized how marketers communicate with consumers (Qin and Jiang 2019) and with whom they communicate (Kumar et al 2019). Through the facilitation of data, algorithms, and computing power, marketers could create personalized communication in real time, based on consumers' profiles, the prediction of their preference, and their social surroundings through programmatic advertising (Bakpayev et al 2020;Chen et al 2019). Subsequently, such communication could be delivered at a specific time and under specific contexts.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Stimulating or Intimidating: The Effect of AI-Enabled In-Store Communication on Consumer Patronage Likelihood

Esch

Cui

Jain

2020

Journal of Advertising

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Artificial intelligence (AI) has penetrated the marketing landscape and is having a profound impact on businesses' communication strategies. With AI coming under the spotlight, we know surprisingly little about its impact on consumers' patronage likelihood. This research attempts to address this void by investigating the "just-walk-out" retail technology in cohort with in-store communication. Across three studies, conducted online and in the field, the authors demonstrate that, compared to self-service checkouts, AI-enabled checkouts lead to significantly higher consumers' patronage likelihood. Furthermore, sensory stimulation stemming from in-store communication (environmental cues including assortment, advertising, and technology) underlies this impact. Importantly, the extent to which consumers perceive AI technology to be threatening is revealed as a boundary condition to these effects. These findings advance our understanding of how AI-enabled checkouts and in-store communication influence consumers' patronage likelihood and the boundary condition that moderates their impact.

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Programmatic creative: AI can think but it cannot feel

Cited by 69 publications

References 35 publications

Self‐efficacy and callousness in consumer judgments of AI‐enabled checkouts

Self‐efficacy and callousness in consumer judgments of AI‐enabled checkouts

Let's play: Me and my AI‐powered avatar as one team

Stimulating or Intimidating: The Effect of AI-Enabled In-Store Communication on Consumer Patronage Likelihood

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