[AISWorld] *** Special Issue of European Journal of Marketing on AI as a Market Facing Technology ***

[Barnes, Stuart]

*** 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 at 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 at 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.