Artificial intelligence for business and marketing: a customer-centric approach

With the increasing popularity of artificial intelligence tools such as ChatGPT and Dall-E-2, marketers frequently face the challenge of how to effectively and efficiently incorporate the appropriate AI tools into marketing campaigns and operations. In this commentary, we propose a customer-centric approach that will guide managers on these decisions. We also discuss the broad implication of AI on business practices, how company should adapt, and how research and teaching should change accordingly.