Unpacking artificial intelligence – How the building blocks of artificial intelligence (AI) contribute to creating market knowledge from big data

• Purpose:This study explains artificial intelligence (AI) and its contributions to creating market knowledge from big data. Specifically, this study describes the foundational building blocks of any AI technology, their interrelationships and the implications of different building blocks with respect to creating market knowledge, along with illustrative examples. Design/methodology/approach:The study is conceptual and proposes a framework to explicate the phenomenon AI and its building blocks. It further provides a model of how AI contributes to creating market knowledge from big data. Findings:The study explains AI from an input–processes–output lens and explicates the six foundational building blocks of AI. It discusses how the use of different building blocks transforms data into information and knowledge. It proposes a conceptual model to explicate the role of AI in creating market knowledge and suggests avenues for future research. Practical implications:This study explains the phenomenon artificial intelligence, how it works and its relevance for creating market knowledge for B2B firms. Originality/value:The study contributes to the literature on market knowledge and addresses calls for more scholarly research to understand AI and its implication for creating market knowledge.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

Market knowledge

B2B marketing

Artificial intelligence

Machine learning

Natural language processing

Big data

Publication and Content Type

vet (subject category)

ovr (subject category)