Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "11968"
  #_source: array:26 [
    "id" => "11968"
    "slug" => "artificial-intelligence-and-marketing-pitfalls-and-opportunities"
    "yearMonth" => "2020-08"
    "year" => "2020"
    "title" => "Artificial Intelligence and Marketing: Pitfalls and Opportunities"
    "description" => "DE BRUYN, A., VISWANATHAN, V., SHAN BE, Y., BROCK, J.K.U. et VON WANGENHEIM, F. (2020). Artificial Intelligence and Marketing: Pitfalls and Opportunities. <i>Journal of Interactive Marketing</i>, 51(August), pp. 91-105."
    "authors" => array:5 [
      0 => array:3 [
        "name" => "DE BRUYN Arnaud"
        "bid" => "B00024825"
        "slug" => "de-bruyn-arnaud"
      ]
      1 => array:1 [
        "name" => "VISWANATHAN Vijay"
      ]
      2 => array:1 [
        "name" => "SHAN BE Yean"
      ]
      3 => array:1 [
        "name" => "BROCK Jürgen Kai-Uwe"
      ]
      4 => array:1 [
        "name" => "VON WANGENHEIM Florian"
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2023-07-10 17:13:02"
    "publicationUrl" => "https://doi.org/10.1016/j.intmar.2020.04.007"
    "publicationInfo" => array:3 [
      "pages" => "91-105"
      "volume" => "51"
      "number" => "August"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "This article discusses the pitfalls and opportunities of AI in marketing through the lenses of knowledge creation and knowledge transfer. First, we discuss the notion of “higher-order learning” that distinguishes AI applications from traditional modeling approaches, and while focusing on recent advances in deep neural networks, we cover its underlying methodologies (multilayer perceptron, convolutional, and recurrent neural networks) and learning paradigms (supervised, unsupervised, and reinforcement learning). Second, we discuss the technological pitfalls and dangers marketing managers need to be aware of when implementing AI in their organizations, including the concepts of badly defined objective functions, unsafe or unrealistic learning environments, biased AI, explainable AI, and controllable AI. Third, AI will have a deep impact on predictive tasks that can be automated and require little explainability, we predict that AI will fall short of its promises in many marketing domains if we do not solve the challenges of tacit knowledge transfer between AI models and marketing organizations."
      "en" => "This article discusses the pitfalls and opportunities of AI in marketing through the lenses of knowledge creation and knowledge transfer. First, we discuss the notion of “higher-order learning” that distinguishes AI applications from traditional modeling approaches, and while focusing on recent advances in deep neural networks, we cover its underlying methodologies (multilayer perceptron, convolutional, and recurrent neural networks) and learning paradigms (supervised, unsupervised, and reinforcement learning). Second, we discuss the technological pitfalls and dangers marketing managers need to be aware of when implementing AI in their organizations, including the concepts of badly defined objective functions, unsafe or unrealistic learning environments, biased AI, explainable AI, and controllable AI. Third, AI will have a deep impact on predictive tasks that can be automated and require little explainability, we predict that AI will fall short of its promises in many marketing domains if we do not solve the challenges of tacit knowledge transfer between AI models and marketing organizations."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T01:21:46.000Z"
    "docTitle" => "Artificial Intelligence and Marketing: Pitfalls and Opportunities"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/de-bruyn-arnaud">DE BRUYN Arnaud</a>, VISWANATHAN Vijay, SHAN BE Yean, BROCK Jürgen Kai-Uwe, VON WANGENHEIM Florian"
    "docDescription" => "<span class="document-property-authors">DE BRUYN Arnaud, VISWANATHAN Vijay, SHAN BE Yean, BROCK Jürgen Kai-Uwe, VON WANGENHEIM Florian</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2020</span>"
    "keywordList" => ""
    "docPreview" => "<b>Artificial Intelligence and Marketing: Pitfalls and Opportunities</b><br><span>2020-08 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1016/j.intmar.2020.04.007" target="_blank">Artificial Intelligence and Marketing: Pitfalls and Opportunities</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.982854
  +"parent": null
}