Artificial Intelligence in Marketing

Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER, and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology (Georgia Tech), USA. K. Sudhir is James L. Frank ’32 Professor of Marketing at the Yale School of Management. His recent research uses AI methods such as NLP, video and music analytics to address questions on advertising, salesforce hiring, online reviews, bias and privacy. Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research combines methods from social sciences and data science, in order to study human processes such as motivation, choice, and creativity.

Introduction. The State of AI Research in Marketing: Active, Fertile, and Ready for Explosive Growth; K. Sudhir and Olivier Toubia

Chapter 1. The Economics of Artificial Intelligence: A Marketing Perspective; MengQi (Annie) Ding and Avi Goldfarb

Chapter 2. AI and Personalization; Omid Rafieian and Hema Yoganarasimhan

Chapter 3. Artificial Intelligence and Pricing; Diego Aparicio and Kanishka Misra

Chapter 4. Leveraging AI for Content Generation: A Customer Equity Perspective; David Schweidel, Martin Reisenbichler, Thomas Reutterer, and Kunpeng Zhang

Chapter 5. Artificial Intelligence and User-Generated Data are Transforming how Firms Come to Understand Customer Needs; John R. Hauser, Zelin Li, and Chengfeng Mao 

Chapter 6. AI Applications to Customer Feedback Research: A Review; Peter S. Lee, Ishita Chakraborty, and Shrabastee Banerjee

Chapter 7. Natural Language Processing in Marketing; Jochen Hartmann and Oded Netzer

Chapter 8. Marketing through the Machine’s Eyes: Image Analytics and Interpretability; Shunyuan Zhang, Flora Feng, and Kannan Srinivasan

Chapter 9. Deep Learning in Marketing: A Review and Research Agenda; Xiao Liu

Chapter 10. Anthropomorphism in Artificial Intelligence: A Review of Empirical Work Across Domains and Insights for Future Research; Ertugrul Uysal, Sascha Alavi and Valéry Bezençon