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

Author

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  • Kopalle, Praveen K.
  • Gangwar, Manish
  • Kaplan, Andreas
  • Ramachandran, Divya
  • Reinartz, Werner
  • Rindfleisch, Aric

Abstract

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.

Suggested Citation

  • Kopalle, Praveen K. & Gangwar, Manish & Kaplan, Andreas & Ramachandran, Divya & Reinartz, Werner & Rindfleisch, Aric, 2022. "Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 522-540.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:2:p:522-540
    DOI: 10.1016/j.ijresmar.2021.11.002
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    Cited by:

    1. Noble, Stephanie M. & Mende, Martin & Grewal, Dhruv & Parasuraman, A., 2022. "The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service [R]evolution," Journal of Retailing, Elsevier, vol. 98(2), pages 199-208.
    2. Vanessa Ratten, 2024. "Artificial Intelligence, Digital Trends and Globalization: Future Research Trends," FIIB Business Review, , vol. 13(3), pages 286-293, May.
    3. Atabek Atabekov, 2023. "Artificial Intelligence in Contemporary Societies: Legal Status and Definition, Implementation in Public Sector across Various Countries," Social Sciences, MDPI, vol. 12(3), pages 1-21, March.
    4. Marlini Moodley & Dipolelo Fungile & Farai Nyika & Winiswa Mavutha, 2023. "Understanding Marketing Communications Strategies During and Post Covid 19: A South African Perspective," International Review of Management and Marketing, Econjournals, vol. 13(2), pages 36-46, March.
    5. Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
    6. Michael Haenlein & Ming-Hui Huang & Andreas Kaplan, 2022. "Guest Editorial: Business Ethics in the Era of Artificial Intelligence," Journal of Business Ethics, Springer, vol. 178(4), pages 867-869, July.
    7. Scholdra, Thomas P. & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "Reimagining personalization in the physical store," Journal of Retailing, Elsevier, vol. 99(4), pages 563-579.

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