Abstract

Extant digital marketing research has emphasized the predictive ability of AI algorithms to capture consumers’ inner desires and the resulting power of marketers to the point of producing myths regarding how these algorithms have improved marketing efficiency, impact, and returns. However, current research in AI ethics and social science has recently shown a number of AI failures that needs to be addressed in order to properly account for the impact of AI algorithms. In this chapter, we discuss two key issues that we believe are relevant to reassess the impact of AI algorithms on consumers and marketers: AI algorithms biases and consumers’ identity and AI algorithms non-interpretability and the disappearance of the marketer.