That artificial intelligence (AI) has the potential to provide significant benefits is generally accepted by both practitioners and scholars. However, the dark side of AI is less discussed, and less understood. In this paper, the authors first classify the wellspring of AI benefits in both B2C and B2B settings. In B2C settings AI benefits are primarily via customized experiences, while B2B AI benefits are manifested via business efficiencies. Next, guided by the relationship marketing literature, the authors identify the drivers of the dark side of AI - lack of trust and power asymmetries, with lack of trust being a stronger factor in B2C settings and power asymmetries being a stronger factor in B2B settings. Finally, the authors provide an organizing framework for understanding both the bright side and the dark side of AI, in both B2C settings and B2B settings. This paper is differentiated from prior work by its focus on B2B settings (most focus on B2C settings), and by its focus on the dark side of AI (most focus on the bright side of AI).

从业者和学者普遍接受人工智能 (AI) 具有提供显着益处的潜力。然而，人工智能的阴暗面很少被讨论，也很少被理解。在本文中，作者首先对 B2C 和 B2B 环境中 AI 优势的源泉进行了分类。在 B2C 环境中，AI 的优势主要来自定制体验，而 B2B 的 AI 优势则通过业务效率体现出来。接下来，在关系营销文献的指导下，作者确定了人工智能阴暗面的驱动因素——缺乏信任和权力不对称，缺乏信任是 B2C 环境中的一个更重要的因素，而权力不对称是 B2B 环境中的一个更重要的因素。最后，作者提供了一个组织框架来理解 AI 的光明面和黑暗面，在 B2C 设置和 B2B 设置中。这篇论文与之前的工作的不同之处在于它关注 B2B 设置（最关注 B2C 设置），以及它关注 AI 的阴暗面（最关注 AI 的光明面）。