喻园管理论坛2024年第91期(总第1023期)

演讲主题：The Role of AI Powered Marketing

主 讲 人：V.Kumar加拿大布洛克大学教授

主持人：阎俊 市场营销系教授

活动时间：2024年10月22日（周二）10:00-11:30

活动地点：管院大楼219室

主讲人简介：

V.Kumar目前是加拿大布洛克大学（Brock U.）古德曼商学院市场营销学教授和古德曼研学合作教授，美国营销科学学会学术委员会副主席、会士，国家级人才计划入选者。Journal of Marketing（2014-2018）前任主编和12种国际权威商业期刊的现任主编、副主编。

他是唯一获得美国营销学科全部八项终身成就奖的学者。他出版了30本专著，发表了350多篇论文，其中UTD、FT期刊论文超过60篇。2007-2016年间他是在UTD24上发表论文排名世界第一的营销学者（AMA Sig,2016）。

活动简介：

Artificial intelligence (AI) has become a disruptive force that has revolutionized industries and changed business practices. The integration of AI has brought numerous benefits to various functional areas within organizations, with marketing experiencing a significant positive impact. AI technologies have empowered marketers with advanced tools and insights, fostering unparalleled efficiency, personalization, and strategic campaign decision-making. Despite these advancements, the scholarly focus on AI's transformative effects on marketing is limited. This research investigates how AI is currently applied across different marketing functions and its potential future evolution and impact on marketing processes.

Grounding our analysis in previous AI marketing literature, we adopt the dynamic capability theoretical lens, emphasizing how organizations adapt and prosper in changing environments. This study highlights six key marketing areas where AI promises transformative effects, aiming to illuminate the path for future marketing innovations and strategies, including AI-driven customer insights, measuring marketing performance, automated marketing strategies, ethical implications, enhancing customer experiences, and growth opportunities with AI Implementation. While recognizing AI as a positive disruptive force, we also highlight its limitations, potential threats to privacy and security, as well as ramifications of biases, misuse, and dissemination of misinformation. Finally, we delineate the gaps in the research and formulates questions aimed at advancing knowledge in AI marketing.