Gulnara Z. Karimova and Amir Shirkhanbeik
The theory in the area of marketing artificial intelligence (AI) has not yet fully developed. There is a need to provide structure and guidance to marketers of AI to advance this emerging stream of research. This paper seeks to explore how artificial intelligence can be marketed using the simple framework of the marketing mix bringing to the foreground its element of promotion. Using the empirical example – Articoolo – from the newly developing field of AI, this paper advances the concept of AI archetype that can be used regardless of whether the AI producers view AI as an inanimate object and a creation or deem it a being and both a creation and a creator. Extending the tradition of assigning archetype to a brand, the authors have developed the concept of AI archetype that ascribes archetype to the product design to create a personality with familiar traits recognizable by the human unconsciousness to evoke trust. By doing so, the archetype converts into a denominator for each element within the marketing mix.