عنوان انگلیسی مقاله:
Artificial intelligence in retail: The AI-enabled value chain
ترجمه فارسی عنوان مقاله:
هوش مصنوعی در خرده فروشی: زنجیره ارزش مجهز به هوش مصنوعی
Sciencedirect - Elsevier - Australasian Marketing Journal (AMJ), Corrected proof. doi:10.1016/j.ausmj.2020.07.007
Kim Oosthuizen a , Elsamari Botha b , ∗, Jeandri Robertson c , Matteo Montecchi d
Traditional retailers’ business models are facing disruption by new entrants who can deliver greater value to customers more efficiently. In recent years, authors have argued that the tradi- tional value chain drives inefficiencies ( Begley et al., 2018 ) and that the value chain is shortening as manufacturers, third parties and customers are increasingly engaging with customers directly ( Reinartz et al., 2019 ). These inefficiencies combined with the in- ability to adapt to a changing competitive landscape leaves tradi- tional retailers vulnerable to disruption from market entrants. To remain competitive and survive in an ever-changing and diversified customer market, retailers need to become leaner ( Campbell et al., 2020 ), more agile ( Goworek, 2014 ), and innovate their value chain by adopting new technologies ( Lee et al., 2018 ). Of the new technologies that are impacting the retail industry, AI has been earmarked as the most transformative ( Kietzmann et al., 2018 ; Lee et al., 2018 ; Silva et al., 2019 ). Yet while there is great ex- citement about artificial intelligence (AI), it has yet to fully deliver on its promise ( Ransbotham et al., 2017 ) and academics and prac- titioners are in the early stages of understanding the application of AI (Van Esch et al., 2020). This article introduces a conceptual framework to understand the role that AI can play in the retail value chain by proposing an AI-enabled retail value chain.