Call for papersCall for papers – Volume 1 of Marketing Horizons
The journal Marketing Horizons invites researchers, professionals, and marketing practitioners to submit their contributions for the launch of its inaugural volume, centered on the theme “The Revolution of Marketing through AI: New Horizons and Perspectives.” Artificial Intelligence (AI) is profoundly transforming marketing by providing more precise insights, automating repetitive tasks, and enhancing customer experience. However, this technological revolution also raises ethical challenges, privacy concerns, and issues of adoption. We aim to explore these opportunities and limitations and provide a critical and academic platform to reflect on the impact of AI in the field of marketing. In recent years, AI has been the subject of scientific and philosophical debate concerning its potential, limitations, and even its dangers. AI technologies are rapidly evolving; while AI’s roots date back to the 1950s, it wasn’t until the 2000s that AI established itself as a true scientific domain. Today, these technologies are integrated into various sectors such as healthcare, tourism, transportation, and commerce. Marketing professionals and researchers quickly recognized their potential. In 2023, companies that adopted AI reported achieving 70% cost savings and a 64% increase in productivity (according to the business intelligence platform Talented Data Fabric). AI is transforming marketing by delivering more accurate insights, automating repetitive tasks, and improving customer experience. More specifically, AI enhances customer relationships through chatbots, callbots, voice assistants, and personalized recommendation algorithms (Cheng & Jiang, 2022; Dubois et al., 2019); offers better customer experiences (Batat, 2022) with 24/7 assistance and advanced conversational tools; and enables personalized offers and marketing campaigns (Malthouse & Copulsky, 2023). Among AI technologies, generative artificial intelligence, with the well-known tool ChatGPT, has emerged as one of the most captivating technologies, generating widespread interest. For marketing professionals, the potential of generative AI is remarkable, particularly in creating content for social media, blogs, and websites, producing visual communication materials, improving SEO with keyword generation, developing innovative ideas for communication campaigns, and even product innovation. At the same time, calls for vigilance regarding biases and ethical use of these AI technologies are growing louder (Letheren et al., 2020; Giannelloni & Le Nagard, 2016). The conclusion of Abiteboul and Dowek (2017) in their book Le temps des algorithmes aptly summarizes the opportunities and challenges faced by marketing in the age of AI: “With these technologies, marketing could contribute to building a better, freer, and fairer world… if it chooses to do so” (Abiteboul & Dowek, 2017, p.190). Suggested Research Areas - The Impact of AI on Marketing and Customer Relationships Transformation of customer relationships through chatbots, callbots, and voice assistants. Use of personalized recommendation algorithms. Automation of CRM processes and loyalty campaign management. - AI and Customer Experience Designing omnichannel experiences enriched by AI. The role of AI in personalizing customer experiences. Influence of conversational interfaces on consumer engagement. - Ethics, Privacy, and Perception of AI Consumer perceptions regarding the use of their personal data. Issues related to algorithmic biases in marketing practices. Ethical and legal challenges of AI in advertising and commercial practices. - AI: From Acceptance to Adoption Technological adoption models applied to AI in marketing. Analysis of barriers and enablers for integrating AI solutions. Studies on consumer trust in AI systems. - Sectoral Applications of AI The role of AI in retail, e-commerce, and marketplaces. Innovations in sectors such as luxury, tourism, and healthcare enabled by AI. Case studies on best AI practices in marketing. - The Role of Generative AI in Content Creation Automated content creation for social media, blogs, and websites. Use of AI for producing communication visuals and creative assets. Influence of generative AI on brand storytelling strategies. - Predictive Marketing and Big Data Exploitation of big data for predictive analysis through AI. Optimization of advertising campaigns using predictive analytics. Studies on the ROI of AI-driven marketing campaigns. - AI and Product Innovation Leveraging AI to anticipate trends and innovate in product development. Co-creation between consumers and AI in design thinking. Studies on hyper-personalized product design enabled by machine learning algorithms. - AI in Multichannel and Omnichannel Strategies Synchronization of customer touchpoints via AI tools. Measuring and optimizing the effectiveness of omnichannel campaigns. - AI and Consumer Behavior Influence of AI-generated recommendations on purchase decisions. Effects of AI-based personalization on customer satisfaction. Studies on consumer resistance to AI-driven solutions. - Prospective Approaches: The Future of AI in Marketing Analysis of future trends and technological disruptions in marketing. Scenarios for the evolution of AI in marketing practices in the medium and long term. The role of AI in sustainable and responsible marketing strategies.
Articles must be submitted online via the following platform: Submissions can be written in either French or English. Submission deadline: 08/05/2025 |
