AI as a Convivial Tool

Grewal, Guha and Becker (2024) provide an insightful examination of the role of artificial intelligence (AI) in the field of marketing as well as its promises and perils for both individuals and society. In this commentary, we seek to enrich their contribution by proposing an alternative, yet complementary, perspective that conceptualizes AI as a convivial tool. We begin by examining recent AI research in the marketing domain in order to help distinguish research that examines AI as a technology vs. a tool. We then provide an overview of conviviality theory, explain how this theory can be applied to AI, and then identify its three key characteristics. We then put this theory to the test via a field study of AI usage among 136 university students. This initial examination provides support for our thesis and suggests that AI tools such as ChatGPT can enhance user autonomy, engagement and enjoyment. We conclude by discussing the implications of viewing AI as a convivial tool for both marketing thought and practice.