Artificial intelligence marketing and customer satisfaction: An employee job security threat review

Abstract

Artificial Intelligence (AI), is one of the key innovations created by Information System (IS) in the 21st century. The technology operates on an interconnected network which facilitates marketing decisions. AI role in marketing is quite enormous, as customers’ needs and wants are efficiently met, with customers satisfied and employees sustainably engaged, towards future relationship with the firm. In-spite of its proficient value addition, there are outstanding issues which firms’ employee are dissatisfied with the deployment of AIM, in organizational operations, these includes; the skill gap, resistance to change, and job security threat. The study examines various studies form (journals, books and e-repositories) on AI adoption, firms’ operational activities, and perceived job threat by personnel, saddled with responsibilities of implementing AIM. studies selected was between 2012-2023, the theoretical framework attempts to fill existing gap in literature on customer satisfaction and job threat to personnel, due to AIM deployment. Qualitative research methodology was adopted using in in-depth interviews through focus groups (Management, employee, and AI Technicians), Systematic Literature Review (SLR) will also be adopted to analyze the variables of the construct. The study findings show that there is significant relationship between AI Marketing and customers satisfaction, based on effective engagement of firms’ personnel saddled with the responsibility of deploying AIM in the organization. The implication of the study will be increase labor turnover, for employee without required AI set skills, and apprehension if customers are not satisfied. Future research should examine employee reaction in other functional areas of business, where AI id deployed.