Balancing potential and ethics : a comprehensive exploration of AI in marketing

This paper explores the practical challenges, opportunities, and dynamics of Artificial Intelligence (AI) in marketing. Through a qualitative research approach, we explore four dimensions of AI: Business and Societal Perspective, Impact and Emergence of new AI topics. Our study derives research propositions addressing challenges across four domains: Company Culture & Strategy, Ethics & Regulations, Future Developments & Potential, and New Normal. We evaluate these propositions through Technological Determinism (TD) and Social Construction of Technology (SCOT) lenses. Integrating these theories as a result reveals that the future of AI in marketing is co-constructed through a dynamic interplay between technological capabilities and social influences. This analysis fosters innovation and emphasizes the value of proactive engagement with technology. Thus, it is crucial for managers to maintain a balance between leveraging AI for business gains and considering its broader societal impacts. Our findings provide valuable insights and implications for future research and practice.