Unveiling the potential of digital human avatars in modern marketing strategies

What is it about?

This study focuses on emerging type of conversational AI, the digital human avatars with an anthropomorphic human appearance, emulating human behaviour, speech and face expressions, controlled by a human or software. These AI empowered entities can understand the context of the interactions with humans, engaging in realistic human-like interactions that are difficult for humans to distinguish if the interaction is with a human operator or a robot.Digital human avatars are important as AI that replace human capabilities can have significant impact on firm's customer/user experience and seems to be an inevitable trend.Therefore, this study purpose is to identify and further examine key requirements for adoption and implementation of digital human avatars. In doing so our research question is: How can firms implement digital human avatars to provide adapted, relevant, and reliable self-service to customers as part of the global marketing strategy? To achieve our aim, we apply the absorptive capacity view (Cohen & Levinthal, 1990, 1994) to and focus on expanding the understanding of how digital human avatars can be implemented by firms and to enhance dynamic marketing capabilities by integrating digital human avatars and the existing information technology systems and databases (Zahra & George, 2002; Elia et al., 2021; Homburg & Wielgos, 2022).

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