The application of AI to marketing raises not only practical issues about implementation but also ethical and regulatory challenges. Based on a synthesis of existing literature, this Responsible AI Marketing Framework proposes four key pillars to ensure effective AI governance: Transparency by design; Consent architecture; Algorithmic accountability; and Consumer empowerment.
Reviews and synthesizes 35 high-quality qualitative research sources to develop a framework for AI marketing governance.
This taxonomy of marketing functions can guide implementation of artificial intelligence from machine learning to generative AI. Enablement proceeds from Interpretation (research and analytics) to Direction (strategy and tactics) to Optimization. Engagement involves Creation of personalized products and services that drive customer Connection. AI implementation can proceed in either direction.
Develops a taxonomy of marketing functions in five domains and maps relationships to support alternative pathways and a scorecard for AI adoption.
Unsold perishable food waste costs retailers and generates greenhouse gases. New stores face a “cold start” problem of what and how much to stock but can reduce waste by nearly two-thirds within two years. Regulators and investors need to allow for some waste as part of this dynamic learning process.
Analyzes data from a Japanese grocery chain on perishable food product ordering, sales and waste to determine whether—and how quickly—new stores can learn to match local demand and reduce waste.
Livestreaming by professionals such as physicians and financial advisors can generate demand. However, unlike social influencers who use aspirational or entertaining information and discounts to promote third-party brands, professionals must rely on formal credentials, demonstrated expertise, audience interaction, substantive and concrete content, simple language, and a neutral, professional emotional tone.
Analyzes consultation data for over 7000 physicians on a major Chinese healthcare platform to determine the features of livestreaming that impact demand.