The article “AI-powered Marketing: What, Where, and How?” by V. Kumar, Abdul R. Ashraf, and Waqar Nadeem, published in the Journal of Information Management, explores how artificial intelligence (AI) is transforming the marketing landscape. The authors highlight AI’s transformative capabilities across various marketing functions, while also addressing the ethical and operational challenges of its integration.
As a true disruptive force, AI equips marketers with advanced tools and valuable insights to enhance customer experiences and optimize marketing strategies. The article identifies six key areas where AI promises to deliver transformational impact: AI-driven customer insights, marketing performance measurement, automated marketing strategies, ethical implications, enhanced customer experiences, and growth opportunities enabled by AI implementation.
However, AI is not without risks. The authors underscore issues such as algorithmic bias, data privacy concerns, and ethical challenges. They advocate for a strategic and deliberate approach to integrating AI into marketing operations, emphasizing the importance of balancing operational efficiency with ethical considerations.
In conclusion, the article offers a roadmap for future research on AI’s role in marketing, identifying critical questions and areas that warrant further investigation. The authors encourage both researchers and practitioners to adopt a balanced perspective—recognizing both the benefits and challenges of AI—while promoting responsible and ethical use of this technology.
It’s a must-read for marketing professionals and researchers seeking to understand the impact of AI on marketing strategies and customer experiences. The article provides valuable insights for navigating the ever-evolving marketing landscape, helping to maximize the benefits of AI while minimizing its associated risks.
