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