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This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.

The last few years have witnessed massive artificial intelligence (AI) and gaming adoption that has navigated the emerging markets. Moreover, according to the WOG summit (world government summit report, by Nielsen) 2020 reports, AI with gaming mechanisms are expected to enrich marketing services in the coming future in the emerging markets. Countries such as India, China and South Korea contribute significantly to this area, and recent forecasting allows the need to increase in emerging markets. Similarly, these countries have a maximum number of youth gamers and AI-driven technology adopters. The adoption of AI-driven technologies and amplification of gamification in marketing services are new phenomena. Moreover, gaming and AI dynamics are relatively new in emerging countries and need greater attention. Thus, this book chapter proposes a dyad model that would explain users' and companies' perspectives to understand the role of AI and gamification for the emerging markets. The chapter will explain how AI-driven gamification helps the users of emerging markets. The chapter will also illustrate how companies in emerging markets use AI for gamification. Therefore, the dyad model would also comprehend the gap, opportunities and challenges in this area and the subsequent strategies to help all the stakeholders.

Since 1999, the idea of a library portal service, called “MyLibrary,” has been well discussed and conceptualized. The service is an integrated approach to build library online service components into one user interface, which can be personalized and customizable based on users' preferences and interests. North Carolina State, Cornell, and Virginia Commonwealth Universities pioneered their models, and similar models have been implemented in many university libraries since then.

This chapter reviews the recent developments at the intersection of personalization and AI in marketing and related fields. We provide a formal definition of personalized policy and review the methodological approaches available for personalization. We discuss scalability, generalizability, and counterfactual validity issues and briefly touch upon advanced methods for online/interactive/dynamic settings. We then summarize the three evaluation approaches for static policies – the Direct method, the Inverse Propensity Score (IPS) estimator, and the Doubly Robust (DR) method. Next, we present a summary of the evaluation approaches for special cases such as continuous actions and dynamic settings. We then summarize the findings on the returns to personalization across various domains, including content recommendation, advertising, and promotions. Next, we discuss the work on the intersection between personalization and welfare. We focus on four of these welfare notions that have been studied in the literature: (1) search costs, (2) privacy, (3) fairness, and (4) polarization. We conclude with a discussion of the remaining challenges and some directions for future research.

The history of the public library is long and rich, and continues to reflect this institution's initial mission: to respond to the needs of an evolving democratic society. From its early days as a subscription service for the middle-class, through its evolution to become an educational site for the lower-classes and new immigrants, the public library has served as a touch-stone for urban industrial society in North America (Lerner, 1998, p. 138; Shera, 1974). Over the past century, public libraries have evolved to respond to the growing needs of the communities they serve and continue to do so with recent advances in technologies (such as DVDs, electronic books, the Internet, etc.), and with a more global outlook on the ways that people seek and share information. Indeed, the public library's constituents today are exceedingly diverse, including children and adults from a broad range of socio-economic, cultural, and educational backgrounds, all of whom seek information for a variety of personal and work-related purposes. The fact that public libraries have been fulfilling patrons' information needs for well over a century is a testament to their enduring success and versatility as information providers, and also points to the overall effectiveness of public librarians as intermediaries in the provision process.