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Journal of Marketing Theory and Practice Volume 31, 2023 - Issue 4
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Research Article

The impact of Artificial Intelligence on the marketing practices of Professional Services Firms

Carl Bezuidenhouta Sydney Business School, University of Wollongong, Sydney, NSW, AustraliaCorrespondence[email protected] [email protected] [email protected]
ORCID Iconhttps://orcid.org/0000-0002-2149-5140
ORCID Icon,
Troy Heffernanb Marketing – Discipline Group Lead, School of Management, Operations and Marketing, Faculty of Business, University of Wollongong, Wollongong, NSW, AustraliaORCID Iconhttps://orcid.org/0000-0003-4558-7709
ORCID Icon,
Roba Abbasc School of Business, Faculty of Business Law, University of Wollongong, Wollongong, NSW, AustraliaORCID Iconhttps://orcid.org/0000-0003-2516-4880
ORCID Icon &
Michael Mehmetd Marketing, School of Business, Faculty of Business Law, University of Wollongong, Wollongong, NSW, AustraliaORCID Iconhttps://orcid.org/0000-0002-4936-5946
ORCID Icon
Pages 516-537 | Published online: 24 Aug 2022
 
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ABSTRACT

Artificial intelligence (AI) is rapidly evolving, influencing service industries and Professional Services Firms (PSFs) embracing AI to improve margins. In this paper, we reveal how AI impacts the characteristics and marketing practices of PSFs. AI has the potential to provide considerable efficiency and organizational benefits, yet simultaneously changes service attributes, threatens the competitive advantage of deep client relationships, and directly influences the marketing practices of PSFs, including pricing strategy. Based on an extensive literature review, we present a conceptual model illustrating the changes impacting the business model, marketing practices, and client relationships of PSFs.

Disclosure statement

No potential conflict of interest was reported by the author(s).

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