Marketing 5.0.

Transactions of artificial intelligence

systems in the digital environment
Mihail Draganov
Technical University of Sofia
Faculty of Management
Sofia Bulgaria
E-mail: mdraganov@tu-sofia.bg

Miglena Panicharova
Technical University of Sofia
Faculty of Management
Sofia Bulgaria
E-mail: miglenagp@abv.bg

Neziha Madzhirova
Technical University of Sofia
Faculty of Management
Sofia Bulgaria
E-mail: neziha.madjirova@abv.bg

Abstract— The subject of the article is a study of the
opportunities that AIS would provide to humanity and its
significance for marketing 5.0. The object of this article is AIS
understood as an independent participant in the digital markets.
Keywords— artificial intelligence systems, AIS, Intelligent
Agents.
I. INTRODUCTION
Artificial Intelligence AIS systems are paving the way on
different markets. Huge and incomparable in terms of human
are their advantages, such as:
- rational type of behavior;
- decision making in complicated situations;
- allowing less technical errors;
- abilities to work in 24-hour mode and unfavorable
conditions;
- reaction rate;
- low value as an asset compared to human capital.
All of these are prerequisites for their widespread
deployment in the markets.
By this way the Artificial Intelligence has the ability to
analyze the surrounding environment and take action that
increases the ability to achieve certain economic results.
Studying the possibilities of creating such devices, systems,
robots or machines called intelligent agents is the subject of a
distinct part of informatics. In other words, the way we
understand artificial intelligence is a science of concepts,
methods, and means of creating intelligent computer programs
and integrating them into separate, independent virtual or
physical objects. [1]
In the past, an object of optimistic or critical speculation
today artificial intelligence is an important element of
information technology used to solve some of the most
difficult IT tasks, and now in areas such as economics and
management. In this article will be treated mainly marketing
aspects of the behavior of artificial intelligence systems - AIS
in digital environment.
II. AIM AND TASKS
The aim of this paper is to outline the horizons and
the problems facing the coming changes in the digital
environment and the economic system with a view to new
entrants in digital markets understood as advanced AIS. So the
objective includes defining major tasks that humanity will
need to solve in the short term.
First task:
To be indicated the importance, marketing sense and
definition of AIS, as an object of economic exchange.
Second task:
Defining the conditions for the recognition of
autonomous AIS as full participants in digital markets.
Third task:
 To be defined Marketing 5.0 as a further concept in
the development of management science. Outlining the main
features and relations in this paradigm.
Researches into Artificial Intelligence are highly
specialized, divided into several sub-areas that often fail to
interact effectively. These strands arise around certain
differences in the approach to building ideas for the use of
AIS, as well as the use of completely different technical
means. Common to most subtleties of artificial intelligence
research are tasks such as the ability to reason, learn, plan,
communicate, perceive, and the ability to move and
manipulate objects.
Approaches, prerequisites, and concepts that provoke
us to move towards solving our main aim and tasks set out in
the report are:
 Development of the theory of artificial
intelligence;[1]
 Development of informatics as a science, the
Internet and the digital environment;
 Concept "Internet of Things";
 Concept "Internet of Everything";
 Development of digital marketing, the
conception marketing 4.0;[3]
 The development of blockchain technology
worldwide and their application in the digital
environment.
III. THE HYPOTHESIS
It is a matter of time for AIS to appear as independent
participants of physical or virtual, digital markets. Initially,
they will interact with other individuals, and then expand their
transactions with other AISs. The development of artificial
intelligence will be in direction of its transformation from a
means of production to a full subject of the digital economy.
IV. INTELLIGENT AGENTS
Intelligent agent, also called a rational agent, is a
concept of artificial intelligence, which means an autonomous
object that perceives its environment by means of sensors and
acts upon it through actuators in an attempt to accomplish
certain goals. The Intelligent Agents concept is strongly
advocated by the theoreticians of artificial intelligence Stuart
Russell and Peter Norvig.[1]
In the literature, intelligent agents are still called:
• Abstract intelligent agents when emphasizing their
abstract nature as opposed to specific examples of agents that
can be given;
• autonomous intelligent objects when emphasizing
their autonomous nature expressed as the agent's ability to
build their behavior based on their own experience at the
expense of build-in knowledge to learn what he can do to
compensate for partial or inaccurate pre-set knowledge.
Specific examples of this broad definition include:
 Software agents and other computer
programs,
 Robots, machines and devices,
 And, in general, everything that is capable of
displaying goal directed behavior based on:
 Built-in knowledge,
 Percept sequences, accepted of the
environment by the moment
 The agent's ability to act
 An assessment of behavioral performance
(performance measure) that embodies the
criterion of success.
Automated AISs deeply penetrate in our daily lives,
from vending machines in subway to unmanned vehicles.
Business relations in the digital environment are increasingly
automated, appearing programs and systems with artificial
intelligence that serve us in everyday life, and it is a matter of
time that segmentation of markets to be directed to AIS. On
the other hand, we are getting closer to the moment, when an
unmanned vehicle with artificial intelligence will go to the
workshop, will make its first payment. The question is not
whether, AIS will appear as a standalone market participant,
but when it will happen. Nowadays these artificial intelligence
systems generate different types of assets to their holders
natural or legal persons. However, the first purchase of them
as independent agents on the market will be a precedent and
necessitates recognition of AIS status in the field of
commercial and civil law as a full-fledged or subject with
limited but clearly delegated rights. The conditions for the
acquisition of these rights should be institutionalized and
adopted by the respective legislations of the countries. Only
after acquiring the necessary powers AIS will be able to carry
out economic transactions, to become full participants in
certain economic systems.
Today, a number of natural and legal persons
purchase AIS in the form of servers that get crypto-data on the
virtual markets on their behalf and at their expense. It's not far
the time, when these same individuals will consider as a real
opportunity the purchase of unmanned vehicle that can be
incorporated into a taxi company in order to generate revenue
for them. Accordingly, taxi companies, instead of lease out
their cars to drivers, will use unmanned vehicles to carry taxi
passenger or freight services in a populated area. Such tasks
are currently being solved by companies such as Janex Taxi in
the Russian Federation and Uber. From the presented
hypothetical example, we can assume the potential presence of
at least two major segments of the AIS market - on the one
hand, households as natural persons and businesses in the
form of legal entities on the other. These two types of players
are now fully owned by real existing shops, restaurants, petrol
stations, metro stations without the availability of human staff
in them. The condition is that they are supported by concepts
Internet of Things and Internet of everything.
In our opinion, AIS's marketing definition is the
following: These are autonomous market participants who
examine it, analyze factors of the external environment , and
can make self-sustaining decisions for a particular transaction
in order to achieve predefined strategy.
The appearance of these new entrants greatly extends
and enriches the digital environment but is also a prerequisite
for the emergence of the next technical revolution and
respectively, the emergence of a new marketing paradigm.
V. CHARACTERISTICS FEATURES OF THE CONCEPT MARKETING
5.0
First scar. Increasing number of physical, commercial
sites in settlements without human presence in them.
Second scar. Increasing number of AIS in the virtual
marketplaces providing different kinds of information
services.
Third scar. AIS are mainly positioned in the service
sphere.
Fourth scar. AIS generates steady earnings and
profits for their physical and / or legal owners.
Terms of realization of the concept of Marketing 5.0.
1. The commissioning of different types of AIS in an
economic system is only possible in the presence of a
developed digital environment in it, understood as a realized
concept Marketing 4.0 with a high degree of integration of the
concepts of the Internet of Things and the Internet of
Everything.
2. The existence of appropriate technical
infrastructure on a given territory, understood as high-speed
Internet connections and full Internet coverage.
3. Institutional and regulatory recognition of AIS as
full-fledged participants in the economic turnover.
Types of market relationships realized through
Marketing 5.0. Besides the well-known relationships of
Marketing 1.0, 2.0 and 3.0,[2] 4.0 of the markets such as:
TABLE I. TYPES OF MARKET RELATIONSHIPS AFTER THE
INTRODUCTION OF THE CONCEPT OF MARKETING 5.0
Business Customer Government AIS
Business b2b c2b b2g b2a
Customer c2b c2c c2g c2a
Government g2b g2c g2g g2a
AIS a2b a2c a2g a2a
As it can be seen from Table 1, besides our familiar
relationships, we have four more possible transactions on the
market, such as:
- b2a relationship between a business organization
and AIS;
- c2a relationship between a customer and AIS;
- g2a relationship between a government organization
and AIS;
- a2a a transaction between two AISs.
It's not far the time when a smart refrigerator will
carry out orders from retail outlets, physically or digitally
entirely AIS.
The recognition of autonomous AIS as full participants in
digital markets and hence obtaining the status of physical and /
or legal entity with all the ensuing consequences is a
protracted process. Here our task is only to define the
problem.
Currently, we can offer the following AIMS names,
they can appear on the market in the following varieties:
- Autonomous AIMarketS with full rights;
- and AIMS with limited rights.
Automated AISs are deeply rooted in our everyday
life, from vending machines, to metro to unmanned vehicles.
Doing business in a digital environment is becoming more and
more automated, programs and systems with artificial
intelligence appear to serve us in everyday life, and it is a
matter of time that segmentation of markets is directed to AIS.
On the other hand, we are getting closer to the point where an
unmanned vehicle with artificial intelligence will go to the car
service and it will make its first payment.
The implementation of this payment will be a
precedent in commercial law and determines the need to
recognize AIS status in the field of commercial and civil law,
as a full member or subject with limited but clearly delegated
rights. The conditions for the acquisition of these rights should
be institutionalized and adopted by the respective national
legislations. Only after they have the necessary powers AIS
will be able to carry out economic transactions, to become full
participants in certain economic systems.
VI. CONCLUSIOTNS
Based on the review of the literature and expert
analyzes on the subject of artificial intelligence systems on the
market, we assume the hypothesis that it is not far off the
future when the participants in the digital economy will
acquire AIS as investment goods, which can play a dual role
in the digital economy, to be on the one hand means of
production and, on the other hand to be their representatives,
market agents, which will increase or lose their welfare
through rational behavior.
REFERENCES
[1] Russell, Stuart J и др. Artificial Intelligence: A Modern Approach. 2nd.
Upper Saddle River, New Jersey, Prentice Hall, 2003.
[2] Philip Kotler, Hermawan Kartajaya, Marketing 3.0: From Products to
Customers to the Human Spirit, 2010
[3] Philip Kotler, Hermawan Kartajaya, Marketing 4.0: Moving from
Traditional to Digital, 2016