Refocusing and Futuring Perspectives on AI in Marketing

IF 3.7 4区 管理学 Q2 BUSINESS
Michael R. Hyman, Vaidas Lukosius
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引用次数: 0

Abstract

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.
重新聚焦和展望人工智能在营销中的应用
他们在题为 "人工智能正在改变世界:是好是坏?一文中,Grewal、Guha 和 Becker 提出了两个避重就轻的问题,而不是追求目标的问题:(1) 人工智能会加剧哪些以前在营销文献中发现的根本性社会问题? (2) 社会如何才能解决这些问题?由于只考虑发表在与市场营销相关的著名期刊上的文章,他们以思想领袖为基础的自下而上的限制性方法来得出这些问题的答案,这种方法是盲目的,而且有些瞻前顾后。相反,以 "在后稀缺时代、人工智能大行其道的环境中,市场营销如何才能最大程度地帮助优化社会繁荣?"这样的首选结果问题为驱动力的自上而下的方法,可能会促进全面、跨学科、面向未来和积极主动的分析,从而产生更有效的答案。最后,我们推测市场营销可以在超人类和人工智能丰富的环境中生存。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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