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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.

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Advancements and Challenges in AI Applications for B2C Retail Promotions

  • 会议论文

  • 发表日期：

    2025年

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  • Stephanie Jordan,
  • Alexander H. Kracklauer,
  • Claas Christian Germelmann

摘要

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.