Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.

近年来，人工智能 (AI) 引起了众多营销学者的极大兴趣。我们的研究通过全球视角研究营销中的人工智能技术，为这一新兴领域做出了贡献。具体来说，我们的镜头侧重于三个层次的分析：国家、公司和消费者。我们的国家层面分析强调，由于采用人工智能所需的大量经济资源，各国经济不平等的异质性。我们公司层面的分析侧重于全球本地化，因为虽然这些技术背后的硬件可能是全球性的，但它们的应用需要适应当地文化。我们的消费者层面分析检查了消费者道德和隐私问题，因为人工智能技术经常收集，在全球范围内存储和处理大量个人数据。通过这三个镜头的棱镜，我们专注于人工智能技术在营销中的两个重要维度：（1）人机交互和（2）文本、音频、图像和视频的自动分析。然后，我们通过我们的三部分全球视角探索人工智能的这两个关键维度之间的相互作用，为这个日益重要的领域中的未来营销学术研究提出一组研究问题。