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INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: Calls: Journals

Author: Michel Laroche

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Computers in Human Behavior

Call for Papers

Using Artificial Intelligence (AI) to improve customer experience, and to develop strategic marketing

Artificial intelligence (AI) has transformed the way organizations connect with their consumers. This call for papers welcomes scholars to submit original papers that provide a better understanding of how AI is used in marketing plans and policies; in other words, how to improve customer satisfaction with AI, develop strategic marketing, and overcome its limitations.

Guest Editors:

Dr. Jean Michel SAHUT, PhD
IDRAC Business School, France
jeanmichel.sahut@idraclyon.com

Dr. Michel LAROCHE, PhD
Concordia University, Canada
Michel.laroche@concordia.ca

Special issue information:

Artificial intelligence (AI) has revolutionized the way businesses interact with customers. By analyzing data and automating processes, AI can help organizations personalize customer interactions, improve customer experience, forecast strategic marketing decisions, and bring new business practices (Ameen et al., 2021). AI has the potential to transform customer experience and strategic marketing by providing personalized interactions, empowering process automation, and mining massive customer data to identify trends and patterns (Mustak et al., 2021). Through the powerful use of AI, companies can improve customer satisfaction, strengthen customer loyalty, and increase revenue growth (Nazir et al., 2023). Nevertheless, AI can be challenging and problematic in several ways, including:

• Data quality: AI systems rely on data to make decisions, and if the data is inaccurate, incomplete, or biased, the system will produce flawed results (Ben Jabeur et al., 2023; Vanhala et al., 2020;). Therefore, ensuring the quality of the data is essential for the accuracy of the AI system, and gaining competitive advantage.
• Lack of transparency: AI systems can be highly complex, and it can be challenging to understand how they select a particular decision (Hajek & Sahut, 2022). A lack of transparency can lead to distrust and skepticism among customers and stakeholders.
• Privacy and security concerns: Collecting and analyzing customer data to improve customer experience and develop marketing strategies can raise privacy and security issues (Ameen et al., 2021; Song et al., 2022). Businesses need to ensure that they are following appropriate privacy regulations and taking steps to protect customer data.
• Implementation challenges: Implementing an AI system can be a complex process that requires significant resources and expertise. Organizations need to ensure that they have the appropriate infrastructure, personnel, and technical capabilities to deploy and maintain an AI system effectively (Rangaswamy et al., 2020).
• Ethical considerations: AI systems can induce bias and potentially perpetuate inequality (Song et al., 2022; Stahl, 2021). Therefore, companies must consider ethical issues when developing and deploying AI systems.
• Efficiency and costs: Developing and implementing AI systems can be costly, and organizations need to consider the return on investment when deciding to invest in an AI system (Wirtz, 2020). In addition, maintaining and updating the AI system may increase the ongoing costs.
• Customer acceptance: While AI can help improve the customer experience, some shoppers may be reluctant to interact with AI systems, preferring to communicate with a human representative (Lu et al., 2020). This may limit the effectiveness of AI in certain contexts.

To understand how AI is implemented in the marketing strategies and policies, in other words what are its benefits but also how to overcome its limits, this call for papers invites researchers to submit original papers that address the following areas:

1. Applications of AI in improving customer experience: Research papers that examine how AI can be used to improve customer experience in various domains, such as e-commerce, healthcare, hospitality, education, banking, and others, are invited. Topics could include personalization, chatbots, virtual assistants, recommendation systems, sentiment analysis, and others.
2. AI-based marketing strategies: Research papers that explore how AI can be implemented to develop marketing strategies that are more effective, efficient, and data-driven are invited. Topics could include customer segmentation, product recommendation, pricing, promotion, and others.
3. Ethical considerations of using AI in marketing: Research papers that examine ethical issues of using AI in marketing are invited. Topics could include privacy, security, transparency, accountability, bias, and others.
4. Adoption and implementation of AI in marketing: Research papers that investigate factors that influence the adoption and implementation of AI in marketing are invited. Topics could include organizational readiness, resource allocation, training, leadership, and others.
5. Integration of AI and traditional marketing: Research papers that examine how AI can be combined with traditional marketing techniques to create a hybrid approach are invited. Topics could include omni-channel marketing, customer journey mapping, touchpoints analysis, and others.

Submissions that use various research methodologies, such as experimental, survey, case study, and others, are welcome. Both qualitative and quantitative studies are accepted. The papers should have strong managerial implications and contribute to the advancement of marketing theory and practice.

Manuscript submission information:

All interested researchers are invited to submit your manuscript at:

The Journal���s submission system is open for receiving submissions to our Special Issue. To ensure that all manuscripts are correctly identified for inclusion into the special issue, it is important to select ���VSI: AI & marketing��� when you reach the ���Article Type��� step in the submission process.

Full manuscripts will undergo double-blind review as per the usual procedures for this journal.

泭Deadline for manuscript submissions: March 30, 2024

Inquiries related to the special issue, including questions about appropriate topics, may be sent electronically to the Guest Editor Dr. JM Sahut (jeanmichel.sahut@idraclyon.com).

Learn more about the benefits of publishing in a special issue:

Important Dates:

Submission Deadline: March 1, 2024
Notification of Acceptance: March 1, 2025
Expected Publication Date: mid 2025

References

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548.

Ben Jabeur, S., Ballouk, H., Ben Arfi, W., & Sahut, J.-M. (2023). Artificial intelligence applications in fake review detection: Bibliometric analysis and future avenues for research. Journal of Business Research, 158, 113631.

Hajek, P., & Sahut, J.-M. (2022). Mining behavioral and sentiment-dependent linguistic patterns from restaurant reviews for fake review detection. Technological Forecasting & Social Change, 177, 121532

Lu, V. N., Wirtz, J., Kunz, W., Paluch, S., Gruber, T., Martins, A., & Patterson, P. (2020). Service robots, customers, and service employees: What can we learn from the academic literature and where are the gaps? Journal of Service Theory and Practice, 30 (3), 361-391.

Mustak, M., Salminen, J., Pl矇, L., & Wirtz, J. (2021). Artificial intelligence in marketing: Topic modeling, scientometric analysis, Journal of Business Research, 124, 389-404.

Nazir, S., Khadim, S., Asadullah, M. A., & Syed, N. (2023). Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach. Technology in Society, 72, 102190.

Rangaswamy, A., Moch, N., Felten, C., van Bruggen, G., Wieringa, J. E., & Wirtz, J. (2020). The role of marketing in digital business platforms. Journal of Interactive Marketing, 51(August), 72-90.

Song, M., Xing, X., Duan, Y., Cohen, J., & Mou, J. (2022). Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention. Journal of Retailing and Consumer Services, 66, 102900.

Stahl, B.C. (2021). Ethical issues of AI. In: Artificial intelligence for a better future. Springer Briefs in Research and Innovation Governance. Springer, Cham.

Vanhala, M., Lu, C., Peltonen, J., Sundqvist, S., Nummenmaa, J., & Jarvelin, K. (2020). The usage of large data sets in online consumer behavior: A bibliometric and computational text-mining ��� driven analysis of previous research. Journal of Business Research, 106, 46-59.

Wirtz, J. (2020). Organizational ambidexterity: Cost-effective service excellence, service robots, and artificial intelligence. Organizational Dynamics, 49(3), 1-9.