The impact of Artificial Intelligence on the marketing practices of Professional Services Firms

被引：6
作者：
Bezuidenhout, Carl [1 ]
Heffernan, Troy [2 ]
Abbas, Roba [3 ]
Mehmet, Michael [4 ]
机构：
[1] Univ Wollongong, Sydney Business Sch, Sydney, NSW 2017, Australia
[2] Univ Wollongong, Fac Business, Sch Management Operat & Mkt, Mkt Discipline Grp, Wollongong, NSW, Australia
[3] Univ Wollongong, Fac Business Law, Sch Business, Wollongong, NSW, Australia
[4] Univ Wollongong, Fac Business Law, Sch Business, Mkt, Wollongong, NSW, Australia
来源：
JOURNAL OF MARKETING THEORY AND PRACTICE | 2023年 / 31卷 / 04期
关键词：
LEGAL-SERVICES; LAW FIRMS; BIG DATA; PERFORMANCE; KNOWLEDGE; FUTURE; DIVERSIFICATION; TECHNOLOGY; MANAGEMENT; EMPLOYMENT;
D O I：
10.1080/10696679.2022.2090005
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Artificial intelligence (AI) is rapidly evolving, influencing service industries and Professional Services Firms (PSFs) embracing AI to improve margins. In this paper, we reveal how AI impacts the characteristics and marketing practices of PSFs. AI has the potential to provide considerable efficiency and organizational benefits, yet simultaneously changes service attributes, threatens the competitive advantage of deep client relationships, and directly influences the marketing practices of PSFs, including pricing strategy. Based on an extensive literature review, we present a conceptual model illustrating the changes impacting the business model, marketing practices, and client relationships of PSFs.
引用
收藏
页码：516 / 537
页数：22
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