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    Examining the dark force consequences of AI as a new actor in B2B relationships

    Keegan, Brendan and Iredale, Sophie and Naudé, Peter (2023) Examining the dark force consequences of AI as a new actor in B2B relationships. Industrial Marketing Management, 115. pp. 228-239. ISSN 0019-8501

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    Artificial intelligence (AI) in industrial marketing has seen significant research attention through various theoretical lenses with an emerging thread examining the dark side effects of AI. Thirty-four semi-structured interviews were conducted with buyers and suppliers of AI marketing solutions to investigate the consequences of AI ‘dark forces’ on B2B relationships. We posit AI as a new actor that has blurred the lines of the actors-resources-activities model. Findings show AI is now considered a new actor within B2B networks wielding dark force consequences such as algorithmic gatekeeping, which initiates dehumanization effects. In addition, AI is reliant on access to datasets which drives up resource costs. A lack of accountability of AI marketing solutions leads to opportunistic behaviours compromising actor relationships. Our conceptual model maps our understanding of the dark force consequences underpinning theoretical and managerial implications and recommendations for increased awareness and mitigation of dark forces.

    Item Type: Article
    Keywords: Artificial intelligence; B2B relationships; Dark forces; Tensions; Dehumanization;
    Academic Unit: Assisting Living & Learning,ALL institute
    Faculty of Social Sciences > School of Business
    Item ID: 18093
    Identification Number:
    Depositing User: Brendan Keegan
    Date Deposited: 30 Jan 2024 12:32
    Journal or Publication Title: Industrial Marketing Management
    Publisher: Elsevier
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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