Artificial Intelligence in Marketing: From Computer Science to Social Science
Stefano Puntoni · Journal of Macromarketing · 2024
This commentary explores the implications of artificial intelligence (AI) for marketing practice and society at large. It reviews recent findings demonstrating the importance of behavioral insights for safe AI deployment. As AI models increasingly demonstrate human-like capabilities, their deployment raises crucial concerns about bias due to unintended interactions between algorithmic and human decision-making. The discussion underscores the importance of incorporating behavioral science perspectives to understand and mitigate AI risks, moving beyond purely technical solutions.