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Consumer marketing of AI
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School of Business |
Bachelor's thesis
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en
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26 + 11
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Artificial Intelligence (AI) has had a transformative influence on various industries, including marketing, where its integration offers unparalleled opportunities for personalization, automation, and efficiency. While discussions often focus on the applications of AI in marketing, this thesis examines the marketing of AI technologies themselves. Specifically, it investigates the challenges and strategies involved in building consumer trust, addressing ethical concerns, and promoting transparency in marketing AI products and services.
Through a synthesis of literature on consumer perceptions, anthropomorphism, archetype theory, and ethical marketing frameworks, the study identifies key factors influencing consumer adoption of AI. These include the "black box problem," ethical considerations, and the importance of creating relatable, trust-evoking AI personas. By integrating frameworks such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and the TARES model of ethical persuasion, this research proposes actionable strategies for marketing AI effectively while addressing consumer apprehensions.
The findings highlight the importance of demystifying AI processes, leveraging archetypes to foster familiarity, and adhering to ethical marketing principles. This research contributes to bridging the gap between technological innovation and consumer acceptance, offering insights for both academics and professionals to navigate the complexities of marketing AI in an era marked by rapid technological evolution.