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The Machine Age of Marketing: How Artificial Intelligence Changes the Way People Think, Act, and Decide

Author

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  • Hildebrand Christian

    (Director and Professor of Marketing Analytics, Institute of Marketing (IfM-HSG), University of St. Gallen, Switzerland)

Abstract

Whatever your perception of AI is, the machine age of marketing has arrived. To fully grasp how AI is changing every fabric of both our professional and private lives, we need to abstract beyond the presence of autonomous cars, digital voice assistants, or using machines to translate some text for us. AI is creating new forms of competition, value chains, and novel ways of orchestrating economies around the world. AI is more than just technology, it’s creating a new economy. The fuel that runs this economy is the combination of computational processing power, data, and the algorithms that process this data. AI has the potential to make our life easier, but this convenience might come at a price which we have to pay such as biases directly built-in to the algorithms we use, data privacy issues or failed AI projects in business practice. But without testing, failing, and learning from our failures, there

Suggested Citation

  • Hildebrand Christian, 2019. "The Machine Age of Marketing: How Artificial Intelligence Changes the Way People Think, Act, and Decide," NIM Marketing Intelligence Review, Sciendo, vol. 11(2), pages 10-17, November.
    • Handle: RePEc:vrs:gfkmir:v:11:y:2019:i:2:p:10-17:n:1
    DOI: 10.2478/nimmir-2019-0010
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