Carli Bezuidenhout, Troy Heffernan, Roba Abbas, Michael Mehmet
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The impact of Artificial Intelligence on the marketing practices of Professional Services Firms
ABSTRACT Artificial intelligence (AI) is rapidly evolving, influencing service industries and Professional Services Firms (PSFs) embracing AI to improve margins. In this paper, we reveal how AI impacts the characteristics and marketing practices of PSFs. AI has the potential to provide considerable efficiency and organizational benefits, yet simultaneously changes service attributes, threatens the competitive advantage of deep client relationships, and directly influences the marketing practices of PSFs, including pricing strategy. Based on an extensive literature review, we present a conceptual model illustrating the changes impacting the business model, marketing practices, and client relationships of PSFs.
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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