人工智能广告的负面效应:基于顾客旅程的理论视角

The Negative Effects of Artificial Intelligence Advertising:Based on the Theoretical Perspective of Customer Journey

随着人工智能在广告领域广泛应用,人工智能广告对消费者的负面效应逐渐显现,对消费者接受度和信任感产生较大负面影响,进而影响企业形象。绝大多数研究聚焦于人工智能广告发展历程、运作机制、传播方式、商业价值以及伦理挑战研究,而其负面效应则主要被放置于伦理挑战这一部分进行探讨。人工智能广告负面效应的研究大多零散不全面,对于负面效应的成因探讨也是各方立场频出,所以亟需一个全面的概念框架来提炼归纳人工智能广告负面效应。文章借助营销领域顾客旅程理论视角,采用文献归纳和产业观察的方法,全面阐述人工智能广告负面效应。研究发现:在顾客旅程过往经历阶段,人工智能广告负面效应为隐私泄露和人身监控;在购前阶段为传播失灵和无缝侵扰;在购买阶段为精准操纵和购物成瘾;在购后阶段为拟人恐惧和物种化隐忧。在每一阶段,人工智能广告负面效应都有其不同的成因。文章的理论价值即构建人工智能广告负面效应概念框架,从而为研究人工智能广告负面效应提供理论认识指南;文章的现实价值即提出缓解负面效应的相关策略,进而为企业和消费者福祉提升做出贡献。

With the widespread application of artificial intelligence in the advertising field,the negative effects of artificial intelligence advertising on consumers are becoming apparent,which has a significant negative impact on consumer acceptance and trust,and thus affects the corporate image.The vast majority of research focuses on the development process,operational mechanisms,dissemination methods,commercial values,and ethical challenges of artificial intelligence advertising,with more negative effects being explored in the ethical challenges section.Most of the research on the negative effects of artificial intelligence advertising is scattered and incomplete,and the causes of negative effects are explored from various standpoints.Therefore,there is an urgent need for a comprehensive conceptual framework to extract and summarize the negative effects of artificial intelligence advertising.From the theoretical perspective of customer journey in the field of marketing,this article adopts the methods of theoretical literature review and industry observation to comprehensively elaborate on the negative effects of artificial intelligence advertising.It is found that in the past stages of customer journey,the negative effects of artificial intelligence advertising are privacy leakage and personal monitoring,communication failure and seamless intrusion in the pre-purchase stage,precise manipulation and shopping addiction in the purchase stage,and anthropomorphic fear and specialization anxiety in the post purchase stage.At each stage,the negative effects of artificial intelligence advertising have different causes.The theoretical value of this article is to construct a conceptual framework for the negative effects of artificial intelligence advertising,thereby providing a theoretical understanding guide for studying the negative effects of artificial intelligence advertising.The practical value of this article is to propose relevant strategies to alleviate negative effects,thereby making a contribution to the improvement of the well-being of enterprises and consumers.