Following a series of major breakthroughs in artificial intelligence (AI) technology, it is believed that the use of AI technology can fundamentally subvert many industries and business fields, one of which is marketing. For instance, AI is likely to become a key driver of how advertising and marketing activities are conducted (Qin and Jiang, 2019) and thus dramatically change marketing strategies and customer behaviors (Davenport et al., 2020).

• Duo Du(Harbin Institute of Technology (Shenzhen), China)
• Jiao Ge(Harbin Institute of Technology (Shenzhen), China)
• Zhuoqiong Chen(Harbin Institute of Technology (Shenzhen), China)
• Xiaoning Liang(the University of Dublin, Ireland)