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Impact of Artificial Intelligence on Marketing Research: Challenges and Ethical Considerations
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Author(s): Laura Sáez-Ortuño (University of Barcelona, Spain), Javier Sanchez-Garcia (Jaume I University, Spain), Santiago Forgas-Coll (University of Barcelona, Spain), Rubén Huertas-García (University of Barcelona, Spain)and Eloi Puertas-Prat (University of Barcelona, Spain)
Copyright: 2023
Pages: 25
Source title:
Philosophy of Artificial Intelligence and Its Place in Society
Source Author(s)/Editor(s): Luiz Moutinho (University of Suffolk, UK), Luís Cavique (Universidade Aberta, Portugal)and Enrique Bigné (Universitat de València, Spain)
DOI: 10.4018/978-1-6684-9591-9.ch002
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Abstract
This chapter explores the use of artificial intelligence (AI) in market research and its potential impact on the field. Discuss how AI can be used for data collection, filtering, analysis, and prediction, and how it can help companies develop more accurate predictive models and personalized marketing strategies. Highlight the drawbacks of AI, such as the need to ensure diverse and unbiased data and the importance of monitoring and interpreting results and covers various AI techniques used in market research, including machine learning, natural language processing, computer vision, deep learning, and rule-based systems. The applications of AI in marketing research are also discussed, including sentiment analysis, market segmentation, predictive analytics, and adaptive recommendation engines and personalization systems. The chapter concludes that while AI presents many benefits, it also presents several challenges related to data quality and accuracy, algorithmic biases and fairness issues, as well as ethical considerations that need to be carefully considered.
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