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In a world where goods and transactions occur every minute, Artificial Intelligence also referred to as AI, has integrated itself into all aspects of life.
Before ChatGPT, AI lived another life other than at IBM. Since its inception, AI has evolved from a simple computer program to a data-collecting machine used by industries. It resides everywhere from security software and design tools to writing content and gadgets.
Described as a type of computer technology, AI aims to mimic human behaviours, mental functions and work more intelligently. Whereas consumerism believes in buying, spending, and using goods and services, but with a need to protect consumer rights and interests.
The Rise of AI in a Consumer World
AI assists companies by predicting customer purchasing behaviours and uses data collection to offer many benefits to customers.
Some examples stated by Stefano Puntoni et al in an article published in the Journal of Marketing include ‘health monitoring with wearable devices, peace of mind with smart household products, and convenience with voice-activated virtual assistants.’ Today AI personalises customer journeys and simplifies shopping processes to create an experience. Which can either empower or alienate consumers.
Puntoni et al help to highlight that the rise of a capitalist marketplace and AI, has resulted in private information and data becoming the dominant form of capital. Although, a lack of privacy and data sharing means consumers no longer feel they have control. Thus, companies fail to consider the social and individual challenges of AI.
In his article, Bernard Marr, world-renowned futurist, influencer, and thought leader in business and technology, highlights the built-in bias within AI. This is because humans create algorithms and can intentionally or unintentionally induct their views, cultures, and beliefs into emerging AI technology.
The creative industry and AI have aided writers and businesses in telling stories to sell brands, products, and services. This has brought a competitive edge to companies, increasing consumer spending and profits over the years.
The introduction of ChatGPT illustrates AI’s skills when creating content, but whether AI can deconstruct a product that advertisers need to sell and reach various demographics and cultures is unclear. However, the need for writers to provide creative input to help AI systems learn is understated.
In a world where individuals’ feelings, thinking, likes, and dislikes constantly change, has AI met its match with consumerism?
Anyoha, R. (2017) ‘The History of Artificial Intelligence.’ Special Edition: Artificial Intelligence, Harvard University Graduate School of Arts & Sciences. https://sitn.hms.harvard.edu/flash/2017/history-artificial-intelligence/
Collins Dictionary (2023) Artificial Intelligence https://www.collinsdictionary.com/dictionary/english/artificial-intelligence
Collins Dictionary (2023) Consumerism https://www.collinsdictionary.com/dictionary/english/consumerism
Marr, B. (2021) What Are The Negative Impacts of Artificial Intelligence (AI)?https://bernardmarr.com/what-are-the-negative-impacts-of-artificial-intelligence-ai/ Accessed 2023.
Morales, D. (2017) How AI is redefining the consumer goods Industry. https://www.prescouter.com/2017/12/ai-redefining-consumer-goods-industry/#:~:text=AI%20can%20be%20used%20to,and%20improving%20the%20retail%20brand Accessed 2023.
Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021) ‘Consumers and Artificial Intelligence: An Experiential Perspective.’ Journal of Marketing, 85(1) pp. 131–151. https://doi.org/10.1177/0022242920953847