FROM HUMAN BRAIN TO MARKETING INTELLIGENCE: AN EYE TOWARD THE FUTURE
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/314903
p.511
The recent developments of artificial intelligence (AI), such as Google AlphaGo and IBM’s Watson, defeating human experts in public game venues, have instigated much surprise and awe among us. We are now genuinely curious about the true growth potential of AI into the future. Some of us are already imagining a darkening future where all human managerial positions can be replaced by machines leaving humans in a marginalized place after the point of singularity where machine intelligence achieves intellectual superiority over us and becomes a truly autonomous being. Likewise, the potential of AI has been overestimated or underestimated; rarely has it been addressed in the open context where marketing academics serve the role of an architect of future marketing AI, to provide valuable insights.
We are enlightened about a possibility that the future of and marketing can greatly benefit from advanced forms of artificial intelligence. But how and where can this new technology be integrated in the every-day lives of consumers, to optimize business functions and create much higher levels of collective value for consumers, companies, and machines altogether?
In this talk, we will discuss the following three points related to the AI and its potential future in the field of marketing. First, for consumers, we will discuss how marketing AI can help consumers to make better decisions about their eating, health, and consumption to enjoy better life, do more, and be happy. Second, for business, we will discuss the roles of AI and design a collaborative work process that can employ both human ingenuity and machine accuracy. Third, we suggest ethical issues related to marketing AI, delineating its boundaries and suggest governing policies to prevent potential danger spots. The purpose of talk is not to present a definitive answer, but to instigate an open discussion among the marketing academics, about the future of marketing, where AI will be an indispensable partner in the value creation process.