Examining the dark force consequences of AI as a new actor in B2B relationships

Abstract

Artificial intelligence (AI) in industrial marketing has seen significant research attention through various theoretical lenses with an emerging thread examining the dark side effects of AI. Thirty-four semi-structured interviews were conducted with buyers and suppliers of AI marketing solutions to investigate the consequences of AI ‘dark forces’ on B2B relationships. We posit AI as a new actor that has blurred the lines of the actors-resources-activities model. Findings show AI is now considered a new actor within B2B networks wielding dark force consequences such as algorithmic gatekeeping, which initiates dehumanization effects. In addition, AI is reliant on access to datasets which drives up resource costs. A lack of accountability of AI marketing solutions leads to opportunistic behaviours compromising actor relationships. Our conceptual model maps our understanding of the dark force consequences underpinning theoretical and managerial implications and recommendations for increased awareness and mitigation of dark forces.