Case synopsis----quick finish in 4 hours

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24749 Entrepreneurial Marketing Management 2020

Case 3: Sales by AI and Trust in Technology

1. According to the article available in source 1, smart speakers are becoming more and more common and they will be an important vehicle for marketing. For example, Amazon Alexa could make instant product recommendations based on your need. Do you think smart speakers would be more powerful than traditional marketing activities (e.g., advertisement) in the future? Why or why not?

Answer: I think it will be more powerful, because it is now a digital age, and people are relying more and more on high technology. The traditional marketing model is aimed at all customer groups and promoted to everyone, whether he needs it or not. However, smart speakers will be customized to push only the products that customers may need, which greatly improves the efficiency of marketing. Instead of annoying people with overwhelming advertising, the precise recommendation of smart speakers will increase customers' brand loyalty. More, compared with the traditional marketing model, this marketing model will save more money.

2. Based on your reading of the case 3 source 2 academic article “Artificial Intelligence and Persuasion,” provide 2-3 situations in which an AI’s persuasion would be as effective as a human’s persuasion.

3. According to the radio broadcast available in source 3, the host raises concerns regarding the trust in AI and persuasion by AI. How much do you trust AI? How much do you think people wil trust AI in the future? If there is any, what kind of problem would you predict regarding trusting in AI?

Answer: I have 85% trust in artificial intelligence, because I believe that no matter how intelligent the machine is, it is not as flexible and vivid as human beings. Moreover, the product is created by human beings. Although some scientific and technological algorithms have no problems, human beings can make mistakes, let alone machines created by human beings. In my opinion, with the improvement of technology in the future, artificial intelligence may be popularized more deeply. This will be a historical reform, which will comprehensively change social habits, and people will rely more on artificial intelligence. Artificial intelligence will make people lose their jobs. Besides, artificial intelligence cannot be flexible like human beings. If it is too human, it is afraid that artificial intelligence will completely replace human beings as the main body.

4. Week 6’s lecture discusses various concepts and methodologies on advertisement and promotion. How do you think the technologies and devices shown in the sources above would change the way advertising promotions are conducted. Freely choose one of the concepts discussed in week 6 lecture and discuss how the chosen concept will be affected.

Answer: Smart speakers can only play sound, and cannot give people the actual picture as a reference. In the study of Chapter 6, we learned that viral marketing needs to show the target users a picture, so that they can have a picture to further resonate. Although the form of advertising of smart speakers is based on personal preferences, such sales methods lack diversity, while viral marketing is different. Once the advertisement is released, it will quickly cover the public social network, and it is a geometric multiple of the spread speed.