The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing

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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: 2019
Pages: 10
Source title: Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-7766-9.ch047

Keywords: Business & Management / Business Science Reference / Entrepreneurship & Innovation / Marketing

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Abstract

This chapter 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 authors 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 weaknesses, 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 chapter 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.

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The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing

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