IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing

The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing
View Sample PDF
Author(s): Christina L. McDowell Marinchak (University of Alaska Anchorage, USA), Edward Forrest (University of Alaska Anchorage, USA) and Bogdan Hoanca (University of Alaska Anchorage, USA)
Copyright: 2018
Pages: 9
Source title: Encyclopedia of Information Science and Technology, Fourth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2255-3.ch499

Purchase

View The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing on the publisher's website for pricing and purchasing information.

Abstract

This entry will review the state of the art in AI, with a particular focus on applications in marketing. Based on the current capabilities of AI in marketing, the author's explore the new rules of engagement. Rather than simply targeting consumers, the marketing effort will also be directed at the algorithms controlling the consumers' virtual personal assistants (VPAs). Rather than exploiting human desires and weakness, marketing will need to focus on meeting the user's actual needs. The level of customer satisfaction will be even more critical as marketing will need to focus on establishing and maintaining a reputation in competition with those of similar offerings in the marketplace. This entry concludes with thoughts on the long-term implications, exploring the role of customer trust in the adoption of AI agents, the security requirements for agents and the ethical implications of access to such agents.

Related Content

Yair Wiseman. © 2021. 11 pages.
Mário Pereira Véstias. © 2021. 15 pages.
Mahfuzulhoq Chowdhury, Martin Maier. © 2021. 15 pages.
Gen'ichi Yasuda. © 2021. 12 pages.
Alba J. Jerónimo, María P. Barrera, Manuel F. Caro, Adán A. Gómez. © 2021. 19 pages.
Gregor Donaj, Mirjam Sepesy Maučec. © 2021. 14 pages.
Udit Singhania, B. K. Tripathy. © 2021. 11 pages.
Body Bottom