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Artificial Intelligence: Redefining Marketing Management and the Customer Experience

Author

Listed:
  • Christina McDowell Marinchak

    (University of Alaska Anchorage, Anchorage, USA)

  • Edward Forrest

    (University of Alaska Anchorage, Anchorage, USA)

  • Bogdan Hoanca

    (University of Alaska Anchorage, Anchorage, USA)

Abstract

As marketers and consumers simultaneously adopt artificial intelligence (AI) services and applications, the dynamic of the process of exchange between the buyer and seller in the marketplace is being fundamentally altered. This article reviews the emerging patterns of adoption and rates of diffusion of AI applications by both marketers and consumers. On the marketers' side the authors will address the single most defining phenomenon that is affecting the marketer's role and function in the marketing process: the exponential increase in the number, variety and capability of marketing applications, platforms and services that perform, control, influence and/or integrate virtually every marketing task and decision.

Suggested Citation

  • Christina McDowell Marinchak & Edward Forrest & Bogdan Hoanca, 2018. "Artificial Intelligence: Redefining Marketing Management and the Customer Experience," International Journal of E-Entrepreneurship and Innovation (IJEEI), IGI Global, vol. 8(2), pages 14-24, July.
    • Handle: RePEc:igg:jeei00:v:8:y:2018:i:2:p:14-24
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    Cited by:

    1. Ioannis ANTONIADIS & Stamatis KONTSAS & Konstantinos SPINTHIROPOULOS, 2019. "Blockchain and Brand Loyalty Programs: A Short Review of Applications and Challenges," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 8-16, November.
    2. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    3. Rese, Alexandra & Ganster, Lena & Baier, Daniel, 2020. "Chatbots in retailers’ customer communication: How to measure their acceptance?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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