| Creators: |
Jordan, Stephanie and Kracklauer, Alexander H. and Germelmann, Claas C. |
| Title: |
Advancements and Challenges in AI Applications for B2C Retail Promotions : Unveiling a Socio-Technical Framework for Computer Vision Technologies and Generative Adversarial Networks |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
(Proceedings of the) 9th International Conference on Digital Economy (ICDEc 2024) , Part I |
| Event Location: |
Rabat, Morocco |
| Event Dates: |
May, 9-11, 2024 |
| Projects: |
SSBI |
| Page Range: |
pp. 3-21 |
| Date: |
2025 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
This research investigates the transformative impact of Artificial Intelligence (AI), specifically Generative Adversarial Networks (GANs) and computer vision (CV), on B2C retail promotions within the evolving digital landscape. Accelerated by the pandemic, retail digitization emphasizes the integration of AI for personalized advertising materials, overcoming limitations of traditional printed promotions. Despite the potential, the widespread adoption of AI technologies in retail remains constrained. Our study addresses this gap by employing a systematic literature review and qualitative content analysis within the socio-technical systems (STS) model. The analysis assesses existing research, emphasizing the need for a holistic understanding of the social and technical implications. Research questions delve into the adequacy of current research and the range of perspectives examined in AI-driven retail promotions. The paper concludes with a comprehensive framework integrating STS and the consumer journey, paving the way for competitive retail strategies. |
| Forthcoming: |
No |
| Language: |
English |
| Citation: |
Jordan, Stephanie and Kracklauer, Alexander H. and Germelmann, Claas C.
(2025)
Advancements and Challenges in AI Applications for B2C Retail Promotions : Unveiling a Socio-Technical Framework for Computer Vision Technologies and Generative Adversarial Networks.
In: (Proceedings of the) 9th International Conference on Digital Economy (ICDEc 2024) , Part I, May, 9-11, 2024, Rabat, Morocco, pp. 3-21.
(Lecture Notes in Business Information Processing; 530).
ISBN 9783031763656
|
 |
View Item in edit mode (academic staff only) |
