The Impact of Big Data Processing Framework for Artificial Intelligence within Corporate Marketing Communication

Abstract

This research examines what impact the Big Data Processing Framework (BDPF) has on Artificial Intelligence (AI) applications within Corporate Marketing Communication (CMC), and thereby the research question stated is: What is the potential impact of the BDPF on AI applications within the CMC tactical and managerial functions? To fulfill the purpose of this research, a qualitative research strategy was applied, including semi-structured interviews with experts within the different fields of examination: management, AI technology and CMC. The findings were analyzed through performing a thematic analysis, where coding was conducted in two steps. AI has many useful applications within CMC, which currently mainly are of the basic form of AI, so-called rule-based systems. However, the more complicated communication systems are used in some areas. Based on these findings, the impact of the BDPF on AI applications is assessed by examining different characteristics of the processing frameworks. The BDPF initially imposes both an administrative and compliance burden on organizations within this industry, and is particularly severe when machine learning is used. These burdens foremost stem from the general restriction of processing personal data and the data erasure requirement. However, in the long term, these burdens instead contribute to a positive impact on machine learning. The timeframe until enforcement contributes to a somewhat negative impact in the short term, which is also true for the uncertainty around interpretations of the BDPF requirements. Yet, the BDPF provides flexibility in how to become compliant, which is favorable for AI applications. Finally, BDPF compliance can increase company value, and thereby incentivize investments into AI models of higher transparency. The impact of the BDPF is quite insignificant for the basic forms of AI applications, which are currently most common within CMC. However, for the more complicated applications that are used, the BDPF is found to have a more severe negative impact in the short term, while it instead has a positive impact in the long term.