University of Twente Student Theses


Illusions about AI in marketing: a qualitative and quantitative study of two perspectives

Shishkov, A. (2023) Illusions about AI in marketing: a qualitative and quantitative study of two perspectives.

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Abstract:Artificial intelligence (AI) is a concept of increasing importance that is applied in various fields, one of them being marketing. As it involves the participation of many people, notably individual and business customers, it is of paramount importance to maintain the transparency behind the implementation of AI in marketing. This is particularly hard to do for two reasons – the complexity of AI itself, and more importantly, the false beliefs associated with the subject, referred to as illusions. This research aims to investigate the differences in perception of AI between end-users and company representatives, so to present and explain the reasons behind AI implementation, and using this context to discuss the topic of illusion. To capture the viewpoints of receivers and implementors, the research is based on a two-step methodology: a case study of Amazon’s AI-driven dynamic pricing, including the ethical implications associated with it, and a quantitative analysis of data measuring the attitude of individual end-users towards the subject. The main outcomes of the research are that receivers’ attitude towards AI significantly affects individual susceptibility to both favorable and unfavorable illusions about the concept, and that Amazon implements AI as a profit maximization tool. Ultimately, the research’s contribution would be raising awareness on the issue with the emergence and spread of illusions about AI, thus laying the ground for further research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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