Managing Innovation in Business Strategy, Marketing and Finance has a goal of contributing to understanding the role of business innovation from the perspective of three key functional areas: strategy, marketing and finance.
Abstract
In the rapidly evolving world of contemporary business, artificial intelligence (AI) is becoming a disruptive force that is being adopted by companies in a variety of sectors. Its ability to boost creativity, expedite processes, and increase productivity is undeniable. Along with other digital technologies like blockchain, big data analysis, and augmented reality, it is anticipated to be one of the main forces behind the fourth industrial revolution.
Despite the success that artificial intelligence is meeting, there are still a number of concerns about how consumers may perceive artificial intelligence-based products and services, how they act with conversational agents (chatbots), and how they communicate with them. Through this book, the authors attempt to understand how artificial intelligence can be integrated within products and services in a way that generates value for the consumer. In particular, three consumer contexts are considered in which the introduction of AI is changing the way consumers interact with products and services. The first relates to the use of artificial intelligence in the fashion industry, where the creation of AI-generated clothes is generating widespread debate. The second relates to the use of conversational agents who through the use of AI are able to engage in conversations that are increasingly human-like. The third, in the area of social media, evaluates how consumers perceive virtual influencers.
Managing Innovation in Business Strategy, Marketing and Finance has a goal of contributing to understanding the role of business innovation from the perspective of three key functional areas: strategy, marketing and finance.
Artificial intelligence has become an integral part of modern management practices. This includes the management of various aspects of marketing activities by market participants, including the management of consumer consciousness and the formation of consumer preferences. However, while there are undoubtedly positive aspects to using this technology, there are also potential negative effects. Attempts to manipulate customers and the practice of creating a false image of a company and its products, which can be achieved through the use of artificial intelligence systems, have the opposite effect and instead of fostering consumer loyalty, they lead to the development of mistrust among consumers, not only towards unscrupulous players, but also towards the practice of market management in general. The purpose of the study was to determine the specifics of consumer perception of market products in the context of the use of artificial intelligence systems in their production and promotion. The authors used a questionnaire survey of consumers, and the average values allowed them to draw conclusions about the views of the consumer community regarding the presence of artificial intelligence in the product offerings of companies.
V. Sinyavin, Maria P. Pogudina, T. A. Kulikova et al.· EKONOMIKA I UPRAVLENIE: PROB...· 0 citations
The acceleration of artificial intelligence (AI) has reshaped the marketing landscape. Today, optimised content can be created with a single prompt, advertising campaigns can be automated from start to finish, and websites can be designed in minutes. But how much of a discipline built on human emotion, decisionmaking and behavioural insight should be handed over to machines? Where do we draw the line? This paper explores one of the most pressing challenges for modern marketers: maintaining authenticity in an era dominated by algorithmic feeds and automation. It highlights the balancing act of keeping pace with rapidly evolving technologies while retaining the foundational elements of effective marketing that require slower, more strategic thought. Drawing on global research and industry insights, the paper presents a practical five-part framework to help marketing leaders integrate AI in ways that increase trust, strengthen brand narratives and improve long-term audience relationships. Throughout, the paper provides examples of how AI can be deployed to enable, not erode, authenticity in marketing practice. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Sophie Winter· Journal of Digital & Soc...· 0 citations
The fast pace of instantiating the Artificial Intelligence (AI) in digital services has changed the manner in which organisations provide personalised, effective, and data-driven solutions in various fields like e-commerce, healthcare, and education. Even after these improvements, AI implementation by users is still not consistent, mainly because of the issues surrounding the areas of transparency, fairness, accuracy, and control. This lack of transparency, which is commonly called the black-box problem with many AI systems, has decreased the trust level and disposition of their users. To address this, Explainable Artificial Intelligence (XAI) has been proposed as a highly important concept to increase the level of transparency and user comprehension in AI-driven decisions. This research will explore the impact of the main XAI characteristics, such as the transparency of the algorithm, the perceived fairness, the perceived accuracy, and the perceived control on the perceived value of the users and, consequently, on their willingness to use AI-driven services. The paper relies on the Technology Acceptance Model (TAM) and the Theory of Consumption Values that suggested a combined model where perceptions of value serve as a mediating variable between the features of the AI systems and their intention to use them. The quantitative research design was used, and the primary data were gathered through the use of a structured questionnaire and a sample of 200 respondents in the National Capital Region (NCR) of India. The research adds to current literature, combining XAI characteristics with value-based and technology acceptance models, thus providing a more in-depth insight into the AI adoption in the new markets. Managerially, the findings demonstrate the need to create AI systems that are accurate and transparent, as well as fair and user-focused, to increase the perception of value and instigate user acceptance. On balance, it is possible to note that the study highlights the critical importance of the perceived value as a key process that connects the explainable features of AI to user adoption intentions.
Computer science includes artificial intelligence (AI) as a field. It entails creating computer programs to carry out operations that would typically require intelligence from humans. This study explores the role of Artificial Intelligence (AI) in marketing and consumer behavior, investigating its benefits, challenges, impact on consumer trust, and ethical considerations. this study is in the Kurdistan Region-Iraq. The survey was in three cities (Erbil, Sulaymaniyah and Halabja). The participants we dealt with were over 18 years old, approximately 145 respondents were recruited who were recruited through an adaptive questionnaire. and the level of knowledge of the participants includes individuals with expertise in electronics, IT, computers, and technology updates in business. the research design included quantitative data collection techniques. The results showed that using AI in marketing has a number of advantages, including improved efficiency in processing and interpreting consumer data and more accuracy in forecasting customer behavior. But it also presents serious obstacles, such as worries about data privacy, losing one's work, and being overly dependent on technology. Furthermore, concerns of accountability, justice, and openness were noted as ethical implications related to the application of AI in marketing.
The advent of generative Artificial Intelligence (AI), popularized through ChatGPT and other similar platforms, has in recent years become a focal point for governments’ ambitions to enhance the quality of public services and policy. Whilst governments have been using technological systems and platform for decades, such as big data analytics and automated decision-making, recent developments in generative AI, and its perceived capability of simulating human thought, is accompanied by both opportunity and risk. AI is not only significant for the future delivery public services, it also constitutes a challenge to how we define and prioritize public value. This article uses a ‘value-chain approach’ to explore and summarize the immediate experiences of the use of AI in public service contexts, and highlights some of the hurdles and challenges associated with the adoption of this technology. While value-chain approaches are traditionally associated with identifying sequences in a (commercial) production (manufacturing) process - as an analytical tool to realize desired outcomes - recent literature has successfully applied this approach to public service contexts, including in relation to digital service delivery and public policymaking. This article provides an opportunity to reflect on some of the promises and pitfalls associated with this technology, as well as presenting some elements for better diagnostic tools used for forecasting and evaluating digital platforms and systems utilizing generative AI in a more systematic manner. This includes value issues associated with data quality, intellectual property, surveillance, privacy, and transparency. The article also highlights issues around trade-offs between different values, and in doing so, argues that assessing the interlinked relationship between values and digital services are key to understanding the future nature of public service delivery.
Karl Löfgren, C. Webster· Global Public Policy and Gov...· 1 citation
Literally over the past two years, an innovative switch has taken place from artificial intelligence (hereinafter AI) as a “tool” for productivity growth to AI as an independent employee, whose authority includes the ability to autonomously make economically sound decisions, conclude economic relations, etc. To date, domestic experts and organizations have noted the dynamic development of AI agents in the Russian economic segment. Nevertheless, the theoretical review of this phenomenon remains at the stage of its initial development. As a result of the work carried out, four fundamental courses of improving the economy through the influence of AI assistants will be clearly defined: a change in market interactions due to the introduction of AI agents from both sides of economic interaction; the aspect of programmatic coordination and the possible presence of collusion; new types of risks resulting from this; transformation of organizational boundaries and new organizational challenges. The objectives of this scientific article include the structuring of conceptual methods for evaluating a variety of AI assistants and the establishment of leading courses for the transformation of market apparatuses and institutions within the framework of such a rapid development of AI. As for the research methods, they certainly include the analysis and coupling of both domestic and foreign scientific research in this field; paradigms of institutional economic theory, comparative assessment. The results of the development can serve as a material for updating antimonopoly management and creating an institutional economic space for AI assistants in the Russian Federation.
I. Zhulega, M. Grigoreva· EKONOMIKA I UPRAVLENIE: PROB...· 0 citations
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