Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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- All Subjects: artificial intelligence
- Creators: Ostrom, Amy
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In recent years, artificial intelligence (AI) has become an increasingly important resource for individuals and corporations. In the health care industry, there is a growing demand for AI and related technologies to assist in everything from surgery to janitorial duties. While there is the usual skepticism surrounding AI, it is important to understand how it works, its benefits, and its risk. Medically speaking, AI has the potential to aid physicians in diagnosis and treatment recommendations. The technology, however, presents issues surrounding data privacy as well as embedded biases in the algorithms used for intelligent systems. Mitigating these potential risks will be important to the successful implementation of AI in a health care setting. As artificial intelligence becomes more prominent in this space, there is a valid fear that it will result in severe job displacement and force many people out of their fields. This transition towards a more automated hospital will require many medical personnel to learn new skills and move towards jobs that require a more significant amount of empathy to thrive in the new economy. For decades, people have been worried about the effects of more automation and machinery, but we have seen that where some jobs are replaced with technology, other jobs are created. The findings of this thesis show that while AI is likely to replace some human workers, there is minimal reason to worry about complete job displacement in the near future. Long-term, the significance of AI in job replacement is more of an unknown. However, with knowledge about how artificial intelligence could be impacting us now, patients, physicians, and hospitals can better prepare and understand the impact that AI will have on each of them specifically.
ContributorsMcSpadden, Lana (Author) / Simon, Alan (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Business Data Analytics (Contributor)
Created2022-05