2024/09/15 by Michael R. Hyman, Vaidas Lukosius · 7 citations
Computer Science · Engineering · Social Sciences · #AI in Service Interactions #Business #Digital Marketing and Social Media #Engineering #Engineering ethics #Ethics and Social Impacts of AI #Macromarketing #Marketing #Political science #Public relations #Sociology
paper · doi:10.1177/02761467241280364
published in Journal of Macromarketing 44(4), 906-919 (SAGE Publishing)
crossref issued 2024/09/15 · crossref published 2024/09/15 · crossref published-online 2024/09/15 · openalex publication_date 2024/09/15 · crossref created 2024/09/17 · crossref published-print 2024/12/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/08/04 · openalex updated_date 2026/08/04
In their article entitled “AI is Changing the World: For Better or for Worse?” Grewal, Guha, and Becker imply two symptom-avoidance rather than goal-approach questions: (1) What fundamental societal problems, previously identified in the marketing literature, will AI exacerbate? and (2) How can society remedy these problems? By only considering articles published in prestigious marketing-related journals, their restrictive bottom-up thought-leader-grounded process for deriving answers to these questions is blinkered and somewhat backward-looking. Instead, a top-down approach, driven by preferred-outcome questions like ‘How can marketing best help optimize societal flourishing in a post-scarcity, AI-rich environment?’, may foster comprehensive, extra-disciplinary, future-oriented, and proactive analyses that yield more effective answers. We close by speculating that marketing can survive in a transhuman and AI-rich environment.