Artificial Intelligence, Marketing, and the Fourth Industrial Revolution: Criteria, Concerns, Cases

Criteria – A Review Of The Literature

Commonly defined as “a system’s ability to correctly interpret external data, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation” (Kaplan and Haenlein, 2019b, p. 17), artificial intelligence is categorized into analytical, human-inspired, and humanized AI (Kaplan and Haenlein, 2019b) based on its competencies and types of intelligence: cognitive intelligence (i.e., competencies related to systematic thinking and pattern recognition), emotional intelligence (i.e., achievement orientation adaptability, emotional self-awareness, self-confidence, etc.), and social intelligence (i.e., empathy, inspirational leadership, teamwork, and so forth). Each category will be explained and examples from the marketing domain will be given for the purpose of illustration.