Dr. Brendan Keegan has had an article recently published in Information Systems Frontiers examining the impact of artificial intelligence (AI) technology in business-to-business (B2B) marketing. The study used Activity Theory to uncover more about the non-technical outcomes of AI, such as the impact of technology on human relationships in business. The study also shows that a number of concerning situations emerge from the use of AI and that B2B marketing which should be heeded.
The Article is Open Access and free for anyone to access through the following link:
Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective
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