The Effect and Impact of Artificial Intelligence on Consumer Behavior Essay

Introduction

Artificial Intelligence (AI) influences marketing mechanisms and procedures by providing insight into consumer behavior and preferences. AI is a system’s capacity to analyze data correctly, learn from the analysis, and use it to achieve specific goals. This technology uses machine-learning algorithms to customize content and products to satisfy target markets and influences consumer choices by offering suggestions based on social perceptions (Haenlein & Kaplan, 2019). This technological tool can help organizations maximize their competitive advantage and market dominance. Nevertheless, the involvement of AI comes along with doubt and disbelief due to different biases. Therefore, organizations must isolate and neutralize biases to realize the benefits of AI in inducing consumer preference.

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History of Artificial Intelligence

Experts have exerted themselves constantly to improve technology throughout the years. The inception of AI occurred in the 1940s when Isaac Asimov, an American Science Fiction writer, developed three laws of robotics through his short story ‘Runaround’ (Haenlein & Kaplan, 2019). The first law prevents a robot from harming a human being or allowing them to experience harm. Secondly, a robot must comply with every order except when they contradict the first law. Lastly, a robot must ensure its survival without jeopardizing the first and second laws (Haenlein & Kaplan, 2019). Asimov’s story inspired many scientists to venture into the field of AI, computer science, and robotics.

At approximately the same period, Alan Turing, an English mathematician, explored the mathematical possibility of AI. Turing argued that if humans make decisions and tackle problems using available information and reason, machines could do the same thing (Anyoha, 2017). As a result, Turing developed ‘The Bombe,’ a code-breaking machine, to decipher the Enigma code that the Germans used during World War II. The success of this development incited Turing to publish the article ‘Computing Machinery and Intelligence’ that explained how to create and test intelligent machines (Haenlein & Kaplan, 2019). This article suggests that a machine qualifies as intelligent when a human cannot distinguish it from another human. Turing’s test currently serves as a benchmark to identify an artificial system’s intelligence.

Despite Turing’s strong desire to explore the field of AI, he faced significant challenges that slowed down his pursuit of advanced technology. Turing had to prove his AI concept and seek support from high-profile people to convince funding sources to invest in machine intelligence. Fortunately, advancements in technology over the years facilitated the improvement of AI as computers became more efficient, more accessible, and cheaper (Anyoha, 2017). The knowledge about machine learning algorithms also increased, and people understood better which algorithms to apply to specific problems. Although algorithms may not improve much, the increased availability of information allows AI to learn forcefully. The marketing industry provides a clear insight into the effects and impact of AI.