Taming the “techno-monster”: marketing managers' perceptions of AI systems and humanization challenges
通过对约旦12位营销经理的深度访谈，研究揭示了他们对AI系统的四维感知（情感共情、算法不透明、隐私担忧、参与度），并探讨了效率与人性化之间的权衡。
Purpose Artificial intelligence (AI) has changed the way organizations interact with their customers. This has instigated a necessity for businesses to address marketing managers' concerns and perceptions of the role of AI-powered systems in marketing processes. Although managers accept the fact that AI can potentially improve marketing practices and enhance efficiency, theories of Digital Leviathan predict inherent managerial anxiety about AI's destabilizing effects. Design/methodology/approach This study employs a qualitative method based on 12 in-depth interviews with marketing practitioners in Jordan, an emerging knowledge economy, to investigate key dimensions of marketing managers' perceptions of AI. Findings Findings from the interviews reveal four dimensions that explain marketing managers' Leviathanian perceptions: (1) emotion-driven empathy, (2) algorithmic opacity and explainability, (3) encryption and privacy concerns and (4) engagement, which are subsequently organized into an integrative framework that captures managerial concerns about the AI-driven marketing systems. These findings provide important insights into managerial perceptions of AI systems. They are underscored by the attribution of automatism to an emerging market Leviathan in developing economies. Together, these four dimensions capture managerial concerns on the trade-off between efficiency and humanization arising within AI-driven marketing practices. Originality/value This study offers several strategies to enhance technological humanization to help marketing managers to tackle Leviathanian concerns.