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The dark side of artificial intelligence in marketing: meta-analytics review

Mojtaba Barari (Newcastle Business School, The University of Newcastle, Newcastle, Australia)
Lars-Erik Casper Ferm (The University of Queensland, Brisbane, Australia)
Sara Quach (Department of Marketing, Griffith University - Gold Coast Campus, Southport, Australia)
Park Thaichon (University of Southern Queensland, Toowoomba, Australia)
Liem Ngo (School of Marketing, University of New South Wales, Sydney, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 6 June 2024

Issue publication date: 3 September 2024

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Abstract

Purpose

Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.

Design/methodology/approach

We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (N = 19,503) to illuminate the negative facets of AI's impact on customer responses.

Findings

Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.

Practical implications

Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.

Originality/value

This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.

Keywords

Citation

Barari, M., Casper Ferm, L.-E., Quach, S., Thaichon, P. and Ngo, L. (2024), "The dark side of artificial intelligence in marketing: meta-analytics review", Marketing Intelligence & Planning, Vol. 42 No. 7, pp. 1234-1256. https://doi.org/10.1108/MIP-09-2023-0494

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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