Digital authenticity: Towards a research agenda for the AI-driven fifth phase of digitalization in business-to-business marketing

IF 7.8 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2024-10-14 DOI:10.1016/j.indmarman.2024.10.005

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引用次数: 0

Abstract

In recent years, we have witnessed a massive proliferation of artificial intelligence (AI) in all parts of society and business. Advances in AI are rapidly changing business-to-business marketing as well, with substantial implications for business-to-business theory and practice. In an extension of Ritter and Pedersen's (2020) phases of digitalization in business-to-business firms and through conceptual integration and development, this paper argues that digitalization has entered a new phase based on the generative capabilities of AI, which produce seemingly authentic artefacts, interactions, and datasets that cannot be consistently recognized as artificial, i.e. machine created with no or limited connection to real entities such as persons and places but which can be mistaken for having such connections. The paper outlines the characteristics of this evolution of digitalization and develops a research agenda for this fifth phase of digitalization, including the need for digital authorization to moderate the development of digital authenticity into value creation.

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数字真实性：为人工智能驱动的企业对企业营销数字化第五阶段制定研究议程

近年来，我们目睹了人工智能（AI）在社会和商业各个领域的大规模普及。人工智能的进步也在迅速改变着企业对企业的营销，对企业对企业的理论和实践产生了重大影响。本文对 Ritter 和 Pedersen（2020 年）提出的企业对企业数字化阶段进行了延伸，通过概念上的整合与发展，认为数字化已经进入了一个基于人工智能生成能力的新阶段，人工智能生成的看似真实的人工制品、互动和数据集无法被一致地识别为人工的，即机器创造的与真实实体（如人和地点）没有或只有有限的联系，但会被误认为有这种联系。本文概述了这一数字化演变的特点，并为这一数字化的第五阶段制定了研究议程，包括数字授权的必要性，以缓和数字真实性向价值创造的发展。

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来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.