2019/10/10 by Thomas Davenport, Thomas H. Davenport, Abhijit Guha +3 · 2,464 citations
Computer Science · Social Sciences · #AI in Service Interactions #Artificial intelligence #Blockchain Technology Applications and Security #Business #Computer science #Data science #Economics #Ethics and Social Impacts of AI #Extant taxon #Knowledge management #Management #Marketing #Marketing research #Task (project management)
paper · pdf · doi:10.1007/s11747-019-00696-0
published in Journal of the Academy of Marketing Science 48(1), 24-42 (Springer Science+Business Media)
openalex publication_date 2019/10/10 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
Abstract In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot. Prior research typically addresses a subset of these dimensions; this paper integrates all three into a single framework. Next, the authors propose a research agenda that addresses not only how marketing strategies and customer behaviors will change in the future, but also highlights important policy questions relating to privacy, bias and ethics. Finally, the authors suggest AI will be more effective if it augments (rather than replaces) human managers.