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*** Call for Papers: Artificial Intelligence as a Market-Facing
Technology***
*** Special Issue of European Journal of Marketing ***
Artificial intelligence (AI) is rapidly transforming how
consumers, businesses, government agencies and other institutions
interact. AI involves the use of smart technologies to perform and
collaborate on tasks requiring human intelligence, including
learning, action and flexibly adapting to fast-paced marketplaces.
According to PwC [1] , artificial intelligence will make $15
trillion potential contribution to global economy by 2030.
Moreover, the role of AI is changing, from a primary focus on
augmenting and automating tasks and roles, to deeper involvement
in core business and marketing functions; for example, 45% of
predicted value gains are estimated to come from product
enhancement, stimulating customer demand [2]. In order to deliver
on such potential, there is a pertinent need for an in-depth
understanding of AI as a market-facing technology.
The aim of this special issue is to examine the current and future
impact of AI and related technologies (including machine learning,
AR and VR) in marketing. AI, along with big data, can help to more
clearly understand markets, and create, capture and sustain value
along the customer journey [3]. Notwithstanding, AI also presents
potential risks for society, consumer autonomy and individual
well-being, the implications of which are not yet well understood
[4]. Questions are emerging concerning the ethics around the use
of dominant algorithms by marketers and consumers, the threat of
superintelligence, and in upholding appropriate international
customer data protection and privacy.
This special issue will showcase novel, high quality, up-to-date
research into the application of AI in marketing. We wish to
bridge the gap between managerial and technical perspectives to
identify papers that make a substantial research contribution to
AI in marketing by taking a strategic perspective on AI as a
market-facing technology. It is anticipated that submitted papers
are likely to be multidisciplinary, including multiple points of
view and collaborations between marketing and information systems,
data science, and other disciplines to advance our understanding
of AI on the organizational frontline. We welcome a variety of
types of submissions, including theory development,
state-of-the-art practical case study applications, and
thought-leading conceptual papers. In addition to standard-length
papers, we also encourage contributors to submit shorter (approx.
6000 word) papers as conceptual or research notes.
We will also invite a forum of practitioners to reflect on the
scholarly articles. All submitted papers will be thoroughly
peer-reviewed and selected on the basis of both their quality and
their relevance to the theme of this special issue. Papers invited
for revision will be invited to present their research at a
workshop held at King's College London in May 2020.
References:
[1] PwC (2017). Sizing the Prize: What's the Real Value of AI for
Your Business and How Can You Capitalise? London: PwC.
[2] Op. cit.
[3] Kietzman, J., Paschen, J., and Treen, E. (2018). Artificial
intelligence in advertising: How marketers can leverage artificial
intelligence along the customer journey. Journal of Advertising
Research, 58(3), 263-267.
[4] André, Q., Carmon, Z., Wertenbroch, K., Crum, A., Frank, D.,
Goldstein, W., Huber, J., van Boven, L., Weber, B., and Yang, H.
(2018). Consumer choice and autonomy in the age of artificial
intelligence and big data. Consumer Needs and Solutions, 5(1-2),
28-37.
The full call for papers can be found here:
http://www.emeraldgrouppublishing.com/products/journals/call_for_papers.htm?id=8648
Special Issue Co-Editors:
Professor Ko de Ruyter, Head of Marketing Group
King's Business School, King's College London
E:
ko.de_ruyter@kcl.ac.uk
Professor Stuart J. Barnes, Chair in Marketing and Director of the
CODA Research Centre
King's Business School, King's College London
E:
stuart.barnes@kcl.ac.uk
Important Dates
* Submissions can be made from 1 December 2019 until 31 December
2019.
* Invitation to Revise Paper for Special Issue: 30th April 2020.
* Invitation to Workshop: to be held in May 2020
* Deadline for Revised Paper: 31st July 2020.
* Final Decision on Acceptance: 30th October 2020.
* Publication: Volume 55, 2021.
Submission Information
Submission can be made during December 2019. During this period
submitting authors should upload their article to the journal's
Scholar One system available through the author guidelines at
www.emeraldinsight.com/ejm.htm During submission the authors
should select this special issue from the drop down menu
available. Any queries should be addressed initially to the Guest
Editors.
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