ABSTRACT
Artificial intelligence (AI) has attracted much attention from various industries to facilitate their business process. One of the critical implications of AI in marketing is empowering products with this technology to enhance customer experience. Several practical examples of AI technologies, such as machine learning and deep learning, enhance product efficiency and effectiveness. While we could see a fast and massive improvement in this area, marketing literature is lacking behind this development in the industry. While the importance of AI in marketing literature is well documented, there is not enough accumulated knowledge of this development in a different product. Therefore, the present study aims to fill the gap by introducing the artificial intelligence-powered product (AIPP) concept to view development in this area. Thus, we define AIPP and industries that developed a customer product. Then, we review essential products in each of these industries and the role of AI in these products. This research contributes to marketing literature by providing accumulated knowledge of AIPP and marketing managers to understand recent advancements in AIPP in different industries.
