2025/03/14 by Nikhilesh Dholakia, Petteri Repo, A. Fuat Fırat +2 · 7 citations
Business, Management and Accounting · Engineering · Psychology · Social Sciences · #Big Data and Business Intelligence #Business #Competitive and Knowledge Intelligence #Computer science #Digital Marketing and Social Media #Engineering #Engineering ethics #Knowledge management #Macromarketing #Marketing #Political science #Psychology #Sociology
paper · doi:10.1177/02761467251323840
published in Journal of Macromarketing 45(2), 337-344 (SAGE Publishing)
crossref issued 2025/03/14 · crossref published 2025/03/14 · crossref published-online 2025/03/14 · openalex publication_date 2025/03/14 · crossref created 2025/03/14 · crossref published-print 2025/06/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/08/04 · openalex updated_date 2026/08/04
In this essay, we explore AI critically from the perspectives of the corpus and structure of knowledge, human control of knowledge-based processes (including business decision-making and public policymaking), and capitalist ideology. We present a preliminary test of our argument with a re-analysis of a corpus of citizen visions of desirable and sustainable futures across 30 countries in Europe, demonstrating how pre-trained AI provides findings that appear convincing but in effect lack situational and contextual understanding and depth. Indeed, AI relies on the data that has been used in its training. Our conclusions discuss how capitalism through AI aims for advanced forms of productivity and efficiency that pose new challenges to marketing as an embedded cultural practice. We offer some suggestions for ways macromarketing scholars can help overcome some of these challenges.