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However, biased input is not the only way AI bias can occur. For example, it has been shown that for loan decisions, discriminatory results can occur even if there is no bigotry programmed into the system, and the system only seeks to maximize profit . Researchers have also shown that gender bias can occur without any conscious attempt to produce a biased outcome—using only an unbiased algorithm . For the four strategic elements of 4Ps/4Cs, as illustrated in Table 4, all three AI intelligences can be applied to each element. We illustrate one research question for each of the elements, highlighting the level of AI intelligence that is likely to help the most.
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Kumar et al. provide a systematic exploration about the role of AI in personalized engagement marketing, an approach to create, communicate, and deliver personalized offering to customers. Huang and Rust show that feeling AI can be used to engage customers in service interaction. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the Membership Policy. We will retain your data for as long as necessary for this purpose. The driving forces of job growth in the digital marketing field are the waves of technological advancements in personal and mobile computing.
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Compared with the mechanical-based segmentation and the thinking-based targeting, positioning is more about speaking to customers’ hearts, typically as a positioning statement or slogan in promotional communication. Gali et al. find that tourism positioning slogans in top destinations tend to emphasize the affective component. The academic literature on AI in marketing may be sorted into four main types.

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