The Effects of Artificial Intelligence (AI) on Services Marketing

School of Business and Law
Dr Patrick van Esch


Artificial Intelligence (AI) refers to computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision making, and translation between languages. Machine Learning, in turn, represents application of AI that provides systems the ability to automatically learn and improve from experience without being explicitly programmed to do so. It focuses on the development of computer programs that can access data and use it to learn for themselves, so that they improve over time. Over the last decade, key technological advances in AI and machine learning have caught the attention of practitioners and researchers interested in learning how organisations can use these technologies effectively. As a result, calls for research on AI and machine learning have increased, both for solid foundations that provide useful and highly citable frameworks and typologies and for more nuanced research of the application of such technologies. This research is critical and ongoing. Less attention, however, has been given to what AI means to practicing managers. Practicing managers may ask simpler but equally profound questions such as: "What is this stuff?" "How will it affect and change my business?" "What threats and opportunities will face me?" "How will AI and machine learning change the way we produce things?" "How will AI and machine learning impact the ways in which we interact with customer, suppliers, intermediaries, employees, and other stakeholders?" "What changes might we need to make to supply chains and other systems to accommodate the implementation of AI and machine leaning systems?" And, of course, "Are there useful decision-making models and frameworks that will make my search for opportunities easier and more effective, and my decision making more in touch with reality?"

Commerce, Management, Tourism and Services
Services Marketing, Artificial Intelligence, Retailing
Febuary 2019

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