Semantic Scholar Open Access 2020 307 sitasi

Artificial Intelligence and Marketing: Pitfalls and Opportunities

Arnaud De Bruyn Vijay Viswanathan Y. Beh J. Brock Florian von Wangenheim

Lihat Sumber DOI

Abstrak

This article discusses the pitfalls and opportunities of AI in marketing through the lenses of knowledge creation and knowledge transfer. First, we discuss the notion of “higher-order learning” that distinguishes AI applications from traditional modeling approaches, and while focusing on recent advances in deep neural networks, we cover its underlying methodologies (multilayer perceptron, convolutional, and recurrent neural networks) and learning paradigms (supervised, unsupervised, and reinforcement learning). Second, we discuss the technological pitfalls and dangers marketing managers need to be aware of when implementing AI in their organizations, including the concepts of badly defined objective functions, unsafe or unrealistic learning environments, biased AI, explainable AI, and controllable AI. Third, AI will have a deep impact on predictive tasks that can be automated and require little explainability, we predict that AI will fall short of its promises in many marketing domains if we do not solve the challenges of tacit knowledge transfer between AI models and marketing organizations.

Topik & Kata Kunci

Computer Science

Penulis (5)

Arnaud De Bruyn

Vijay Viswanathan

Y. Beh

J. Brock

Florian von Wangenheim

Format Sitasi

APA MLA BibTeX

Bruyn, A.D., Viswanathan, V., Beh, Y., Brock, J., Wangenheim, F.v. (2020). Artificial Intelligence and Marketing: Pitfalls and Opportunities. https://doi.org/10.1016/j.intmar.2020.04.007

Akses Cepat

Lihat di Sumber doi.org/10.1016/j.intmar.2020.04.007

Informasi Jurnal

Tahun Terbit: 2020
Bahasa: en
Total Sitasi: 307×
Sumber Database: Semantic Scholar
DOI: 10.1016/j.intmar.2020.04.007
Akses: Open Access ✓