Introduction to AI in Marketing Research

The advent of artificial intelligence (AI) has dramatically changed the context in which firms operate. In the marketing field, it offers a wide range of possibilities to improve customer experience. Despite the increasing usage of AI in firms’ marketing strategies, it is not clear how its integration is perceived by consumers. This book tries to provide an initial assessment of this research issue by specifically evaluating consumers’ determinants of the adoption of AI-generated products and services in different fields. Through an approach based on marketing experiments and case studies, this book presents three contributions able to unveil the perceived value of the integration of AI in products and services for different consumers’ profiles.