Artificial intelligence: The light and the darkness

Dhruv Grewal*, Abhijit Guha, Cinthia B. Satornino, Elisa B. Schweiger

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

64 Citations (Scopus)


That artificial intelligence (AI) has the potential to provide significant benefits is generally accepted by both practitioners and scholars. However, the dark side of AI is less discussed, and less understood. In this paper, the authors first classify the wellspring of AI benefits in both B2C and B2B settings. In B2C settings AI benefits are primarily via customized experiences, while B2B AI benefits are manifested via business efficiencies. Next, guided by the relationship marketing literature, the authors identify the drivers of the dark side of AI - lack of trust and power asymmetries, with lack of trust being a stronger factor in B2C settings and power asymmetries being a stronger factor in B2B settings. Finally, the authors provide an organizing framework for understanding both the bright side and the dark side of AI, in both B2C settings and B2B settings. This paper is differentiated from prior work by its focus on B2B settings (most focus on B2C settings), and by its focus on the dark side of AI (most focus on the bright side of AI).

Original languageEnglish
Pages (from-to)229-236
Number of pages8
JournalJournal of Business Research
Publication statusPublished - Nov 2021


  • Artificial intelligence
  • Business-to-business
  • Dark side
  • Power asymmetry
  • Trust


Dive into the research topics of 'Artificial intelligence: The light and the darkness'. Together they form a unique fingerprint.

Cite this