AI Recommendation Systems and Marketers’ Trust in Campaign Planning Decisions: A Conceptual Review

Christine Belesaca

College: College of Business and Public Management

Major: BS.ACCOUNTING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Artificial intelligence recommendation systems are being increasingly utilized by marketers for campaign planning, including target audience identification, content selection, and campaign budget allocation. With marketers increasingly depending on AI recommendation systems, trust, which has been a cornerstone of marketing decisions, assumes great importance.In this project, we aim to explore the impact of marketers' trust on AI recommendation systems on campaign planning. The author, based on the literature on marketing, information systems, and trust, identifies the critical factors affecting marketers' trust on AI recommendation systems. A conceptual model has been developed to understand the relationship between AI recommendation systems, trust, and campaign planning. The conceptual model indicates the potential of AI recommendation systems to improve the efficiency of marketing decisions, thereby improving the overall marketing strategy, if trust is appropriately utilized by marketers.The author concludes the paper by proposing propositions for future research, along with the implications for marketing practitioners, including the importance of the concept of trust on AI recommendation systems for campaign planning in the context of the evolving marketing environment.