Review of Marketing Research pushes the boundaries of marketingbroadening the marketing concept to make the world a better place.
Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots.
Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.
Introduction. The State of AI Research in Marketing: Active, Fertile,
and Ready for Explosive Growth; K. Sudhir and Olivier Toubia
Chapter
1. The Economics of Artificial Intelligence: A Marketing Perspective;
MengQi (Annie) Ding and Avi Goldfarb
Chapter
2. AI and Personalization; Omid Rafieian and Hema Yoganarasimhan
Chapter
3. Artificial Intelligence and Pricing; Diego Aparicio and Kanishka
Misra
Chapter
4. Leveraging AI for Content Generation: A Customer Equity
Perspective; David Schweidel, Martin Reisenbichler, Thomas Reutterer, and
Kunpeng Zhang
Chapter
5. Artificial Intelligence and User-Generated Data are Transforming
how Firms Come to Understand Customer Needs; John R. Hauser, Zelin Li, and
Chengfeng Mao
Chapter
6. AI Applications to Customer Feedback Research: A Review; Peter S.
Lee, Ishita Chakraborty, and Shrabastee Banerjee
Chapter
7. Natural Language Processing in Marketing; Jochen Hartmann and Oded
Netzer
Chapter
8. Marketing through the Machines Eyes: Image Analytics and
Interpretability; Shunyuan Zhang, Flora Feng, and Kannan Srinivasan
Chapter
9. Deep Learning in Marketing: A Review and Research Agenda; Xiao
Liu
Chapter
10. Anthropomorphism in Artificial Intelligence: A Review of
Empirical Work Across Domains and Insights for Future Research; Ertugrul
Uysal, Sascha Alavi and Valéry Bezenēon
Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER, and Regents Professor Emeritus, Scheller College of Business, Georgia Institute of Technology (Georgia Tech), USA.
K. Sudhir is James L. Frank 32 Professor of Marketing at the Yale School of Management. His recent research uses AI methods such as NLP, video and music analytics to address questions on advertising, salesforce hiring, online reviews, bias and privacy.
Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research combines methods from social sciences and data science, in order to study human processes such as motivation, choice, and creativity.
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