{"title":"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","authors":"","doi":"10.1016/j.indmarman.2024.10.005","DOIUrl":null,"url":null,"abstract":"<div><div>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.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":null,"pages":null},"PeriodicalIF":7.8000,"publicationDate":"2024-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Digital authenticity: Towards a research agenda for the AI-driven fifth phase of digitalization in business-to-business marketing\",\"authors\":\"\",\"doi\":\"10.1016/j.indmarman.2024.10.005\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>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.</div></div>\",\"PeriodicalId\":51345,\"journal\":{\"name\":\"Industrial Marketing Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":7.8000,\"publicationDate\":\"2024-10-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Industrial Marketing Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0019850124001664\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Industrial Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0019850124001664","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Digital authenticity: Towards a research agenda for the AI-driven fifth phase of digitalization in business-to-business marketing
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.
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.