We develop a conceptual framework for collaborative artificial intelligence (AI) in marketing, providing systematic guidance for how human marketers and consumers can team up with AI, which has profound implications for retailing, which is the interface between marketers and consumers. Drawing from the multiple intelligences view that AI advances from mechanical, to thinking, to feeling intelligence (based on how difficult for AI to mimic human intelligences), the framework posits that collaboration between AI and HI (human marketers and consumers) can be achieved by 1) recognizing the respective strengths of AI and HI, 2) having lower-level AI augmenting higher-level HI, and 3) moving HI to a higher intelligence level when AI automates the lower level. Implications for marketers, consumers, and researchers are derived. Marketers should optimize the mix and timing of AI-HI marketing team, consumers should understand the complementarity between AI and HI strengths for informed consumption decisions, and researchers can investigate innovative approaches to and boundary conditions of collaborative intelligence.

我们为营销中的协作人工智能 (AI) 开发了一个概念框架，为人类营销人员和消费者如何与人工智能合作提供系统指导，这对零售业具有深远的影响，零售业是营销人员和消费者之间的接口。从人工智能从机械到思考再到感觉智能的多元智能观点（基于人工智能模仿人类智能的难度），该框架假设人工智能和 HI（人类营销人员和消费者）之间的协作可以通过以下方式实现1) 认识到 AI 和 HI 各自的优势，2) 具有较低级别的 AI 增强较高级别的 HI，以及 3) 当 AI 自动化较低级别时，将 HI 移动到更高的智能级别。推导出对营销人员、消费者和研究人员的影响。