Estado del arte de la inteligencia artificial en marketing y el comportamiento del consumidor

State of the art of Artificial Intelligence in marketing and consumer behavior

  • Pablo A. Gilardini Ricci Universidad Central de Vic, España
Palabras clave: inteligencia artificial, marketing, comportamiento del consumidor, artificial intelligence, consumer behavior

Resumen

Estamos en la era del desarrollo de la Inteligencia Artificial. Aunque veamos en los inicios apenas una incipiente muestra de su eficiencia, seremos partícipes de un cambio profundamente disruptivo en todas las disciplinas donde se aplique este nuevo grupo de tecnologías, en este caso hablaremos del marketing, el comportamiento del consumidor y en la relación empresa-consumidor. En este artículo se hace una revisión de la literatura sistemática entre los años 2010 y 2022, seleccionando los artículos científicos más relevantes en donde confluyen las tres disciplinas: La inteligencia artificial, en adelante IA, el marketing y comportamiento del consumidor. Se expondrán los últimos resultados de las investigaciones realizadas y los posibles caminos de investigación futura.

Abstract

We are in the era of the development of Artificial Intelligence. Although we see in the beginning just an incipient sample of its efficiency, we will be participants in a huge disruptive change in all the disciplines where this new group of technologies is applied, in this case we will talk about marketing, consumer behavior and the changes in the consumer´s company relationship. In this article, a review of the systematic literature between the years 2010 and 2022 is made, selecting the most relevant scientific articles where the three disciplines converge: Artificial intelligence, hereinafter AI, marketing and consumer behavior. The latest results of the research carried out and the possible directions of future research will be presented.

 

 

Biografía del autor/a

Pablo A. Gilardini Ricci, Universidad Central de Vic, España

Doctorando, Universidad Central de Vic, España. Contacto: pablogilardini@gmail.com

Citas

Batista da Silva Oliveira, A., & Chimenti, P. (2021). “Humanized Robots”: A Proposition of Categories to Understand Virtual Influencers. Australasian Journal of Information Systems, 25, 1–27. https://doi.org/10.3127/ajis.v25i0.3223

Bawack, R. E., Wamba, S. F., Carillo, K. D. A., & Akter, S. (2022). Artificial intelligence in E-Commerce: a bibliometric study and literature review. Electronic Markets, 32(1), 297–338. https://doi.org/10.1007/s12525-022-00537-z

Cukier, K. (2021). Commentary: How AI Shapes Consumer Experiences and Expectations. Journal of Marketing, 85(1), 152–155. https://doi.org/10.1177/0022242920972932

D’Arco, M., Lo Presti, L., Marino, V., & Resciniti, R. (2019). Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing, 15(4), 102–115. https://doi.org/10.21511/im.15(4).2019.09

Dwivedi, Y. K. Y. K., Ismagilova, E., Hughes, D. L. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S. A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A. G. A., Wang, Y., Kumar, V., … Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(July 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Fernández-Rovira, C., Álvarez Valdés, J., Molleví, G., & Nicolas-Sans, R. (2021). The digital transformation of business. Towards the datafication of the relationship with customers. Technological Forecasting and Social Change, 162. https://doi.org/10.1016/j.techfore.2020.120339

Gaur, L., Afaq, A., Singh, G., & Dwivedi, Y. K. (2021). Role of artificial intelligence and robotics to foster the touchless travel during a pandemic: a review and research agenda. International Journal of Contemporary Hospitality Management, 33(11), 4079–4098. https://doi.org/10.1108/IJCHM-11-2020-1246

Lin, H.-C. K., Ma, Y.-C., & Lee, M. (2021). electronics Article. https://doi.org/10.3390/electronics10030306

Longoni, C., & Cian, L. (2020). Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-of-Machine” Effect. Journal of Marketing. https://doi.org/10.1177/0022242920957347

Martin, B. A. S., Jin, H. S., Wang, D., Nguyen, H., Zhan, K., & Wang, Y. X. (2020). The influence of consumer anthropomorphism on attitudes towards artificial intelligence trip advisors. Journal of Hospitality and Tourism Management, 44, 108–111. https://doi.org/10.1016/j.jhtm.2020.06.004

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1), 131–151. https://doi.org/10.1177/0022242920953847

Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161–178. https://doi.org/10.1016/j.indmarman.2021.08.006

Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002

Wisetsri, W., S, R. T., Julie Aarthy, C. C., Thakur, V., Pandey, D., & Gulati, K. (2021). Systematic Analysis and Future Research Directions in Artificial Intelligence for Marketing. Turkish Journal of Computer and Mathematics Education, 12(11), 43–55.

Publicado
2022-12-23
Cómo citar
Pablo A. Gilardini Ricci. (2022). Estado del arte de la inteligencia artificial en marketing y el comportamiento del consumidor. Revista De Ciencias Empresariales │Universidad Blas Pascal, (7(2022), 60-69. https://doi.org/10.37767/2468-9785(2022)005