From Reason to Calculation: Tensions between Philosophical Approaches and Artificial Intelligence in Marketing Practice
DOI:
https://doi.org/10.22458/rna.v16iE2.6155Keywords:
Philosophy, artificial intelligence, marketing, epistemology, algorithms, personalization, instrumental rationalityAbstract
Introduction: This essay examines the conceptual and practical tensions that emerge between certain philosophical currents and the implementation of artificial intelligence in contemporary marketing. Objectives: To examine the epistemological foundations of specific philosophical currents and their application to marketing; to analyze the computational principles of AI and their implementation in marketing practices; to identify specific areas where tensions emerge between these perspectives; and to evaluate the ethical and epistemological implications of these tensions for the discipline of marketing. Method: A theoretical-conceptual design based on a hermeneutic analysis of primary and secondary sources. The methodology integrates approaches from philosophy (Gadamerian hermeneutics) with conceptual analysis rooted in the analytic tradition to examine the tensions between certain philosophical currents and artificial intelligence in marketing. Results: The study identifies that certain philosophical currents, by questioning absolute truths and emphasizing the plurality of perspectives, come into tension with artificial intelligence systems that operate through deterministic algorithms and predictive models based on objectifiable data. These tensions manifest in practices such as algorithmic personalization, audience segmentation, and automated decision-making in marketing. Conclusion: The analysis reveals significant ethical and epistemological implications for the discipline of marketing, highlighting how the interaction between specific philosophical currents and artificial intelligence redefines its theoretical and practical foundations in the digital age.
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