DEMS Management seminar: Eleonora Pantano, University of Bristol

Wednesday, 18 October, at 12pm, DEMS Seminar Room 2104, Buiding U7-2nd floor

AI in B2C marketing: tools, opportunities, and future research directions

Photo of Dr. Eleonora Pantano, Univerity of Bristol

The DEMS Management Seminar series is proud to host  

Eleonora Pantano 
University of Bristol

Abstract: Retailing is witnessing a huge increase in the adoption of AI to be competitive, copy with the market pressure, to provide superior consumer experience, and improve management strategies. Indeed, AI generated consumers’ behaviour and emotional/cognitive reactions in consumers, either positive or negative. In this paper, theoretical in nature, we identify four AI roles based on the characteristics of autonomy and complexity of the system from detector (low autonomy and low complexity), to predictor, recommender and creator (high autonomy and high complexity). The level of complexity and autonomy of the chosen AI is associated with certain human, financial and technological investments. Therefore, our framework provides a guidance for retailers to make strategic choices about the adoption of certain AIs.  

The seminar will in presence, DEMS Seminar Room 2104, Building U7-2nd floor