Emerging digital trends, Essays (university) of Digital Marketing

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6CC532 – Emerging Digital Trends

CW1: Individual – collaborative activity

Gloria Carlotta de Risi – 100538245

Contents

• My post
  • Reponses to my post:
• My responses to peers:
  • Barnaby Clarke:
  • Nadia Nadia Bagherzadeh-Saffarian:
  • Ahmed Ashfaq
  • Chin Keung Law

Jain, A. and Ranjan, S. (2020). Implications of emerging technologies on the future of work. IIMB Management Review. [online] Available at: https://www.sciencedirect.com/science/article/pii/S097038962030077X [Accessed 19 Jun. 2021]. MEGA. (n.d.). MEGA. [online] Available at: https://www.mega.com/ [Accessed 19 Jun. 2021]. Salesforce.com. (2000). CRM Software & Cloud Computing Solutions. [online] Available at: https://www.salesforce.com/eu/ [Accessed 18 Jun. 2021]. Salesforce.com. (n.d.). What is A.I.? An Intro to Artificial Intelligence by Salesforce. [online] Available at: https://www.salesforce.com/eu/products/einstein/ai-deep-dive/ [Accessed 21 Jun. 2021].

Reponses to my post:

Dear Gloria, I certainly agree that customers may feel uncomfortable knowing that AI is monitoring their conversations, which is why we don’t use AI voice analytics at Opportunity Network. However, a study conducted by Benjamin et al. (2019) found that, through using AI voice analytics, companies have reduced their average handle times by approximately 40%, raised self-service containment rates by 5 - 20%, reduced labour costs by as much as $5 million and increased conversion rates on service- to-sales calls by almost 50%. Customer satisfaction and engagement were enhanced in the process (Benjamin et al., 2019). Although personally, I do agree with your comment, these statistics indicate that AI, to some extent, does have a positive effect on customer experience. According to Davenport (2019), the true impact of AI on CX can only be determined through further exploration of the type of product being sold, the industry, and the target audience. Bibliography Benjamin, G., Berg, J., Das, C. A., and Gupta, V. (2019). How advanced analytics can help contact centers put the customer first. Available at: https://www.mckinsey.com/business- functions/operations/our-insights/how-advanced-analytics-can-help-contact-centers-put-the- customer-first [Accessed 30th June 2021 ] Davenport, T., Guha, A., Grewal, D., and Bressgott, T. (2020). How artificial intelligence will change the future of marketing. J. of the Acad. Mark. Sci. 48, 24 – 42. Available at: https://doi.org/10.1007/s11747- 019 - 00696 - 0 [Accessed 30th June 2021 ] Hi Nadia, Thank you for your answer, I wanted to know your views on the effect of AI on customer Experience. I do believe this to be a very controversial topic in which, when talking about marketing functions, a marketer needs to weight out cost and benefits of the use of these new disruptive technologies. As you mentioned AI does have a positive effect on CX to some extent. Verma et al. (2021) in his paper on the application of AI in marketing, sees AI as support for marketing functions and not as a substitute. He continues mentioning the various application of AI on CX starting from analysis of customer habits, use of AI in strategy and planning, customization of products to customer needs, and AI in promotion management. Overall, when used as supportive technology for CX the benefits offset

the costs, the question is what is the real future of AI? Will it be used as supportive technology, or it will become an independent technology that will not require direct supervision? References: Verma, S., Sharma, R., Deb, S. and Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights , [online] 1(1), p.100002. Available at: https://www.sciencedirect.com/science/article/pii/S2667096820300021 [Accessed 2 Jun. 2021].

My responses to peers:

Barnaby Clarke: Hi Barnaby, I strongly agree with your point of view that internal stakeholders (employees), especially low-skilled workers, will be negatively affected by increased automation, as a 2 018 study suggests, industrial robotics reduced employment by six workers for every robot (Raj and Seamans, 2019). However, it is also important to evaluate another point of view that takes into consideration the other stakeholders involved such as the investors of Ocado. Automation and robotics in this case has brought added value to the business increasing customer experience and reducing time loss. Artificial intelligence and robotics are both considered to be disruptive technologies, how disruptive will only be seen I with time will revolutionize our way of working as technology has done until now. References Raj, M. and Seamans, R. (2019). Primer on artificial intelligence and robotics. Journal of Organization Design , [online] 8(1). Available at: https://jorgdesign.springeropen.com/articles/10.1186/s41469- 019 - 0050 - 0 [Accessed 21 Jun. 2021]. Nadia Nadia Bagherzadeh-Saffarian: Hi Nadia, Being myself a Marketing Manager, while reading your perspective on the benefits of artificial intelligence in the customer relationship management field, I felt that it strongly reflected my field of work. I do believe that AI now brings beneficial results to both Sales and Marketing functions, however when it comes to customer experience do you think AI will have a negative effect? Davenport ( 2019 , p. 2 ) actually foreshadows in one of his studies a progressive use of AI for salespeople that will be assisted by advance voice analysis capabilities in which “an AI agent might be able to infer from a customer’s tone that an unmentioned issue remains a problem and provide real-time feedback to guide the (human) salesperson’s next approach”. Its not too unthinkable to imagine how this might upset the customers also in terms of privacy concerns and conversation

Moreover, different studies on the possible effects and outcomes of robotics on employment are being conducted and have yielded contrasting views. A study conducted by Acemoglu and Restrepo (2017, as cited in Dahlin, 2019) supports the negative views of the effects of robotics on employment, demonstrating that between 1990 and 2017 it did replace employees in the workforce. On the other hand, another study conducted by Autor and Salomons (2018, as cited in Dahlin, 201 9 ) supports the contrasting view that it has a positive effect on employment actually increasing productivity and generating support and value for employees. Overall, I believe that robotics in the delivery system is the future as soon as we embrace innovation and accept the changes that it might bring even if in the short-term, they seem to have a negative impact. Thus, some low-skilled jobs might be replaced in the short-run, but it will also create new ones whilst at the same time offering sustainable solutions contributing to the reduction of CO2 emissions in urban areas (Figliozzi and Jennings, 2020). References Marshall, A. (2020). Amazon and FedEx Push to Put Delivery Robots on Your Sidewalk. Wired. [online] 25 Aug. Available at: https://www.wired.com/story/amazon-fedex-delivery-robots-your- sidewalk/ [Accessed 2 Jul. 2021]. Dahlin, E. (2019). Are Robots Stealing Our Jobs? Socius: Sociological Research for a Dynamic World , [online] 5, p.237802311984624. Available at: https://journals.sagepub.com/doi/full/10.1177/2378023119846249 [Accessed 2 Jul. 2021]. Figliozzi, M. and Jennings, D. (2020). Autonomous delivery robots and their potential impacts on urban freight energy consumption and emissions. Transportation Research Procedia , [online] 46, pp.21–28. Available at: https://www.sciencedirect.com/science/article/pii/S [Accessed 2 Jul. 2021].