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The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing

The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing

Christina L. McDowell Marinchak, Edward Forrest, Bogdan Hoanca
Copyright: © 2019 |Pages: 10
ISBN13: 9781522577669|ISBN10: 1522577661|EISBN13: 9781522577676
DOI: 10.4018/978-1-5225-7766-9.ch047
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MLA

McDowell Marinchak, Christina L., et al. "The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing." Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship, edited by Mehdi Khosrow-Pour, D.B.A., IGI Global, 2019, pp. 610-619. https://doi.org/10.4018/978-1-5225-7766-9.ch047

APA

McDowell Marinchak, C. L., Forrest, E., & Hoanca, B. (2019). The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing. In M. Khosrow-Pour, D.B.A. (Ed.), Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp. 610-619). IGI Global. https://doi.org/10.4018/978-1-5225-7766-9.ch047

Chicago

McDowell Marinchak, Christina L., Edward Forrest, and Bogdan Hoanca. "The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing." In Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship, edited by Mehdi Khosrow-Pour, D.B.A., 610-619. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7766-9.ch047

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Abstract

This chapter will review the state of the art in AI, with a particular focus on applications in marketing. Based on the current capabilities of AI in marketing, the authors explore the new rules of engagement. Rather than simply targeting consumers, the marketing effort will also be directed at the algorithms controlling the consumers' virtual personal assistants (VPAs). Rather than exploiting human desires and weaknesses, marketing will need to focus on meeting the user's actual needs. The level of customer satisfaction will be even more critical as marketing will need to focus on establishing and maintaining a reputation in competition with those of similar offerings in the marketplace. This chapter concludes with thoughts on the long-term implications, exploring the role of customer trust in the adoption of AI agents, the security requirements for agents, and the ethical implications of access to such agents.

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