Abstract
Based on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the knowledge to enhance customer relationships in a knowledge-based environment. To develop the AIM framework, we bring together and curate a wide range of relevant literatures including real-life examples and cases, and then understand how these literatures contribute to the framework in this research topic. We explain the AIM framework from the interdisciplinary perspective, which is an important role of both the artificial intelligence and marketing academia. The AIM framework includes three main components, including the pre-processor, the main processor, and the memory storage. The main processor, which is the key component, uses AI to process structured data processed by pre-processor in order to make real-time decisions and reasonings. The AI approach is characterized by its hypothetical abilities, learning paradigms, and operation modes with human. The strategic use of the developed AIM framework based on the literature to enhance customer relationships, including customer trust, satisfaction, commitment, engagement, and loyalty, is presented. Finally, future potential investigations are presented to drive forward this interdisciplinary research topic.
Highlights
Artificial intelligence (AI) is one of the main disruptive technologies that enables machines to mimic human cognitive and effective functions essential for performing intellectual tasks, such as problem solving and reasoning, in an autonomous manner [1].Based on past experiences and existing knowledge, machines represent, learn, store, and refine their knowledge progressively in order to make real-time decisions and reasonings [2]
Enables learning paradigms to perform three main operation modes with human such that the main processor can recognize and quantify human emotions and attitudes in activities for improving customer relationship
Enables learning paradigms to perform three main operation modes with human such that the main processor can select the right marketing actions without bias and discrimination under certain environments while carrying out activities for improving customer relationship
Summary
Artificial intelligence (AI) is one of the main disruptive technologies that enables machines to mimic human cognitive and effective functions essential for performing intellectual tasks, such as problem solving and reasoning, in an autonomous manner [1]. The use of AIM has been conservative, and most of the applications are still at the experimental stage [10] This timely paper synthesizes the literature and develops an AIM framework that guides the strategic adoption of AI in marketing for enhancing customer relationship in a systematic manner. This is achieved by bringing together a diverse range of AIM literatures, which are interdisciplinary in nature, to explore and understand what these literatures can tell us about this topic from the foundational perspective, which is an important role of the artificial intelligence and marketing academia. This paper explores this topic from the interdisciplinary perspective, and the rigorous technical descriptions of the AI approaches are excluded, such as the application of an AI approach called support vector data description to identify the target list of prospects while reducing the required training time in [11]
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