AI is Changing the World: For Better or for Worse?

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-05-22 DOI:10.1177/02761467241254450
Dhruv Grewal, Abhijit Guha, Marc Becker
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Abstract

The profound impacts of artificial intelligence (AI) will continue to evolve over the next several decades, and many of these impacts will emerge through marketing-related AI applications. Therefore, marketers, public policymakers, firms, researchers, and individual consumers must recognize and understand the benefits that AI offers, as well as the perils that it presents, both now and in the future. A literature review surfaced three themes – that AI will augment and (potentially) replace human intelligence, that AI will evolve into an empathetic and trusted companion, and that AI will create novel tensions. Next, this article outlines three stages of AI development, from an early stage with much promise, to a stage with many benefits, to a stage wherein AI-related tensions emerge. Finally, this article outlines three grand challenges: (1) preserving and growing human capability, (2) protecting societal belonging and human connection, and (3) ensuring equitable sharing of AI benefits. Addressing such challenges, along with related concerns (e.g., privacy, ethics), can enable society to reap the benefits of AI fruitfully and in an equitable manner that truly improves the quality of life.
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人工智能正在改变世界:是好是坏?
人工智能(AI)的深远影响将在未来几十年继续发展,其中许多影响将通过与营销相关的人工智能应用而显现。因此,营销人员、公共政策制定者、企业、研究人员和个人消费者都必须认识和了解人工智能在现在和未来所带来的益处和危险。通过文献综述,我们发现了三个主题--人工智能将增强并(有可能)取代人类智能,人工智能将发展成为一个富有同情心和值得信赖的伙伴,以及人工智能将造成新的紧张局势。接下来,本文概述了人工智能发展的三个阶段,从前景广阔的早期阶段,到好处多多的阶段,再到出现人工智能相关紧张局势的阶段。最后,本文概述了三个重大挑战:(1) 保护和提高人类能力,(2) 保护社会归属感和人类联系,(3) 确保公平分享人工智能的惠益。应对这些挑战以及相关的关切(如隐私、伦理),可使社会以公平的方式富有成效地收获人工智能的惠益,从而真正提高生活质量。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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