Cooperate, or die…

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

My dear research colleagues, first of all, before I start this Viewpoint, I owe you an apology, as I realize that the title does not sound so "new" for the industry and may not, at first sight, seem really promising. But, as I get deeper and deeper in understanding the potential impact of Artificial Intelligence (AI) on our organizations and our society at large, I must share my fears, while encouraging the industry to adapt and change to avoid collapsing. A few months back I already argued the need to truly evolve (Florès, 2016). More recently again, other colleagues (Cooke,...

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