2023年全國碩士研究生招生考試英語（一）試題（答案版）

2023年全國碩士研究生招生考試英語（一）試題（答案版）

SectionIUseofEnglish

Directions:

Readthefollowingtext.Choosethebestword(s)foreachnumberedblankandmark[A],[B],[C],

or[D]ontheANSWERSHEET.(10points)

CaravanseraiswereroadsideinnsthatwerebuiltalongtheSilkRoadinareasincludingChina,

NorthAfricaandtheMiddleEast.Theyweretypically]outsidethewallsofacityor

villageandwereusuallyfundedbygovernmentsof2.

Thisword“Caravanserais“isa3ofthePersianword“karvan”,whichmeansagroup

oftravellersoracaravanandkseray\apalaceorenclosedbuilding.ThePermcaravanwasusedto

4__groupsofpeoplewhotravelledtogetheracrosstheancientnetworkforsafetyreasons,_5,

merchants,travellersorpilgrims.

Fromthe10thcenturyonwards,asmerchantandtravelroutesbecomemoredeveloped,the

6oftheCaravanseraisincreasedandtheyservedasasafeplaceforpeopletorestatnight.

TravellersontheSilkRoadpossibilityofbeingattackedbythievesorbeing8toextreme

conditions.Forthisreason,Caravanseraiswerestrategicallyplaced9theycouldbereached

inaday'straveltime.

Caravanseraisservedasaninformal10pointforthevariouspeoplewhotravelledthe

SilkRoad.11thosestructuresbecameimportantcentersforculture12andinteraction,

withtravelerssharingtheircultures,ideasandbeliefs,13talkingknowledgewiththem,

greatly14thedevelopmentofseveralcivilizations.

Caravanseraiswerealsoanimportantmarketplaceforcommoditiesarc115inthetrade

ofgoodsalongtheSilkRoad.16,itwasfrequentlythefirststopmerchantslookingtosell

theirwaresand17suppliesfortheirownjourneys.Itis18thataround120000to

15000caravanseraiswerebuiltalotigtheSilkRoad.19onlyabout3000areknownto

remaintoday,manyofwhicharein20.

1.[A]displayed[B]occupied[Cllocated[D]equipped

【答案】C

2.[A]privately[B]regularly[C]respectively[D]permanently

【答案】A

3.[A]definition[B]transition[C]substitution[D]combination

【答案】D

4.[A]classify[B]record[C]describe[D]connect

【答案】c

5.[A]apartfrom[B]insteadof[C]suchas[D]alongwith

【答案】C

6.[A]construction[B]restoration[CJimpression(DJevaluation

【答案】A

7.[A]doubted[B]faced[C]accepted[D]reduced

【答案】B

8.[A]assigned[B]subjected[Claccustomed[D]opposed

【答案】B

9.[A]sothat[B]evenif[CJnowthatIDJincase

【答案】A

10.[A]talking[B]starting[C]breaking[D]meeting

【答案】D

11.[A]Bytheway[B]Onoccasion[C]Incomparison[DIAsaresult

【答案】D

12.[A]heritage[B]revival[CJexchange(DJstatus

【答案】C

13.[AJwithregardto[B]inspiteof[C]aswellas[D]inlinewith

【答案】C

14.[Alcompleting[B]influencing[Clresuming[DIpioneering

【答案】B

15.[A]aided[BJinvestedICJfailed[D]competed

【答案】A

16.[A]Rather[B]Indeed[ClOtherwise[DIHowever

【答案】B

17.[A]goinfor[Blstandupfor[Clcloseinon[DIstockupon

【答案】D

18.[A]believed[B]predicted[C]recalled[D]implied

【答案】A

19.[A]until[B]because[C]unless[D]although

【答案】D

20.[A]ruins[B]debt[Clfashion[D]series

【答案】A

SectionIIReadingComprehension

PartA

Directions:

Readthefollowingfourtexts.Answerthequestionsbeloweachtextbychoosing[A|,[BJ,[Cl,or|D1.

MarkyouranswersontheANSWERSHEET.(40points)

Text1

TheweatherinTexasmayhavecooledsincetherecentextremeheat,butthetemperaturewill

behighattheStateBoardofEducationmeetinginAustinthismonthasofficialsdebatehow

climatechangeistaughtinTexasschools.

PatHardy,whosympathizeswiththeviewsoftheenergysector,isresistingproposedchanges

tosciencestandardsforpre-teenpupils.Thesewouldemphasizetheprimacyofhumanactivityin

recentclimatechangeandencouragediscussionofmitigationmeasures.

MostscientistsandexpertssharplydisputeHardy'sviews.Theycasuallydismissthecareer

workofscholarsandscientistsasjustanothermisguidedopinion/,saysDanQuinn,senior

communicationsstrategistattheTexasFreedomNetwork,anon-profitgroupthatmonitorspublic

education.4tWhatmillionsofTexaskidslearnintheirpublicschoolsisdeterminedtoooftenby

thepoliticalideologyofpartisanboardmembers,ratherthanfactsandsoundscholarship.^^

SuchdebatesreflectfiercediscussionsacrosstheUSandaroundtheworld,asresearchers,

policymakers,teachersandstudentsstepupdemandsforagreaterfocusonleachingaboutthe

factsofclimatechangeinschools.

AstudylastyearbytheNationalCenterforScienceEducation,non-profitgroupofscientists

andteachers,lookingathowstatepublicschoolsacrossthecountryaddressclimatechangein

scienceclasses,gavebarelyhalfofUSstatesagradeB+orhigher.Amongthe10worstperformers

weresomeofthemostpopulousstates,includingTexas,whichwasgiventhelowestgrade(F)and

-3-

hasadisproportionateinfluencebecauseitstextbooksarewidelysoldelsewhere.

GlennBranch,thecentre'sdeputydirector,cautionsthatsettingstate-levelsciencestandards

isonlyonelimitedbenchmarkinacountrythatdecentralisesdecisionstolocalschoolboards.

Evenifastateisconsideredahighperformerinitssciencestandards,thatdoesnotmeanitwillbe

taught"，hesays.

Anotherissueisthat,whileclimatechangeiswellintegratedintosomesubjectsandatsome

ages-suchasearthandspacesciencesinhighschools-itisnotaswellrepresentedincurriculafor

youngerchildrenandinsubjectsthataremorewidelytaught,suchasbiologyandchemistry.Itis

alsolessprominentinmanysocialstudiescourses.

Branchpointsoutthat,evenifagrowingnumberofofficialguidelinesandtextbooksreflect

scientificconsensusonclimatechange,unofficialeducationalmaterialsthatconveymoreslanted

perspectivesarebeingdistributedtoleachers.Theyincludematerialssponsoredbylibertarian

think-tanksandenergyindustryassociations.

21.InParagraph1,theweatherinTexasismentionedto.

[A]forecastapolicyshiftinTexasschools

[B]stresstheconsequencesofclimatechange

[C]indicatetheatmosphereattheboardmeeting

[D]drawthepublic'sattentiontoenergyshortages

【答案】C

22.WhatdoesQuinnthinkofHardy?

[A]Sheexaggeratestheexistingpanic.

[B]Shedeniesthevalueofscientificwork.

[C]Sheshowsnoconcernforpre-teens.

[D]Sheexpressesself-contradictoryviews.

【答案】B

23.Thestudymentionedinparagraphsshowsthat.

[A]climateeducationisinsufficientatstatepublicschools

[B]policymakershavelittledriveforscienceeducation

[C]Texasisreluctanttorewriteitssciencetextbooks.

[D]environmentalteachinginsomestateslackssupervision.

【答案】A

24.AccordingtoBranch,state-levelsciencestandardsintheUS.

[A]callforregularrevision

[B]requireurgentapplication

[C]havelimitedinfluence

[D]catertolocalneeds.

【答案】C

25.Itisimpliedinthelastparagraphthatclimatechangeteachinginsomeschools.

[A]agreestomajorpublicdemands

IB]reflectsteacherspersonalbiases

[C]maymisrepresenttheenergysector

[D]canbeswayedbyexternalforces

【答案】D

Text2

CommunitiesthroughoutNewEnglandhavebeenattemptingtoregulateshort-termrentals

sincesiteslikeAirbnbtookoffinthe201Os.Nowwithrecord-highhomepricesandhistorically

lowinventory,there'sanincreasedurgencyinsuchregulation,particularlyamongthosewho

worrythatdeveloperswillcomeinandbuyupswathsofhousingtoflipforafortuneontheshort-

termrentalmarket.

InNewHampshire,wheretherentalvacancyratehasdroppedbeiow1percent,housing

advocatesfearuncheckedshort-termrentalswillputfurtherpressureonanalreadystrainedmarket.

TheStateLegislaturerecentlyvotedagainstabillthatwould'vemadeitillegalfortownstocreate

legislationrestrictingshort-termrentals.

“Weareatacrisislevelonthesupplyofrentalhousing,saidNickTaylor,executivedirector

oftheWorkforceHousingCoalitionoftheGreaterSeacoast.^Withoutenoughaffordablehousing

insouthernNewHlampshiretowns,employersarehavingahardtimefindingaplacetolive,^^

Taylorsaid.

However,short-termrentalsalsoprovidehousingfortourists,pointedoutRyanCastle,CEO

ofalocalassociationofrealter.UAlotofworkersareservicingthetouristindustry,andthe

tourismindustryisservicedbythosepeoplecominginshorttermJCastlesaid,“andsoit'sa

-5-

cyclicaleffect.”

Short-termrentalsthemselvesarenotthecruxoftheissue,saidKerenHom,anexperton

affordablehousingpolicy.Ithinkindividualsbeingabletorentouttheirsecondhomeisagood

thing.Ifit'stheirvacationhomeanyway,andit'sjustempty,whycan'tyoumakemoneyoffit?”

Homsaid.Issuesarise,however,whendevelopersattempttocreatelarge-scaleshort-termrental

facilities一defactohotels一tobypasstaxesandregulations.Ithinkthequestionis,shouldn'ta

developerwho'sreallybuildingahotel,butdisguisingitasnotahotel,betreatedandtaxedand

regulatedlikeahotel?MHomsaid.

Attheendof2018,governarCharlieBalkerofMassachusettssignedabilltoreininthose

potentialinvestor-buyers.Thebillrequireseveryrentalhosttoregisterwiththestatemandates

theycarryinsuranceandopensthepotentialforlocaltaxesontopofanewstatelevy.Bostontook

thingsevenfurther,requiringrenterstoregisterwiththecity'sInspectionalServicesDepartment.

Homsaidsimilarregistrationrequirementscouldbenefitstrugglingcitiesandtowns,but“if

wewanttomakeachangeinthehousingmarket,themainoneiswehavetobuildalotmore.”

26.WhichofthefollowingistrueofNewEngland?

[A]Itshousingsupplyisataverylowlevel.

[B]Itscommunitiesareinneedoffunding.

IC]Itsrentalvacancyrateisgoingupslowly.

[D]Itshomepricesareunderstrictcontrol.

【答案】A

27.ThebillmentionedinParagraph2wasintendedto.

[A]curbshort-termrentalspeculation

IB]ensurethesupplyofcheaphousing

[C]punishillegaldealingsinhousing

ID]allowafreeshort-termrentalmarket

【答案】D

28.ComparedwithCastle,Taylorismorelikelytosupport.

[A]furtherinvestmentinlocaltourism

[B]anincreaseinaffordablehousing

[Clstrictmanagementofrealestateagents

-6-

[D]afavorablepolicyforshort-termworkers

【答案】B

29.WhatdoesHomemphasizeinParagraph5?

[A]Theurgencytoupgradeshort-termrentalfacilities.

[B]Theefficientoperationofthelocalhousingmarket.

[C]Thenecessitytostopdevelopersfromevadingtaxes.

[D]Theproperprocedureforrentingoutsparehouses.

【答案】C

30.Hornholdsthatimposingregistrationrequirementsis.

[A]anirrationaldecision

[B]anunfeasibleproposal

[C]anunnecessarymeasure

[D]aninadequatesolution

【答案】D

Text3

Ifyou'reheadingfbryournearestbranchofWaterstones,thebiggestbookretailerintheUK,

insearchoftheDuchessofSussex'snewchildren'sbookTheBench,youmighthavetobe

preparedtohuntaroundabit,thesamemaybetrueofThePresident'sDaughter,thenewthriller

byBillClintonandJamesPatterson.BothofthesebooksarepublishednextweekbyPenguin

RandomHouse(PRH),acompanycurrentlyinvolvedinastand-offwithWaterstones.

Theproblembeganlatelastyear,whenPRHconfirmedthatithadintroducedacreditlimit

withWaterstones“ataverysignificantlevel”.ThetrademagazineTheBooksellerreportedthat

WaterstonesbranchmanagerswerebeingtoldtoremovePRHbooksfromprominentareassuchas

tables,displayspacesandwindows,andwere“quietlyretiringthemtotheirrelevantsections”.

PRHdeclinedtocommentontheissue,butaspokespersonforWaterstonestoldme:

^WaterstonesarecurrentlyoperatingwithreducedcredittermsfromPRH,theonlypublisherin

theUKtoplaceanylimitationsonourabilitytotrade.WearenotboycottingPRHtitlesbutwe

aredoingourutmosttoensurethatavailabilityforcustomersremainsgooddespitethelower

overalllevelsofstock.Wearehopefulwithourshopsnowopenagainthatnormalitywillreturn

andthatwewillbeallowedtobuyappropriately.Certainly,ourshopsareexceptionallybusy.The

-7-

salesforourMayBooksoftheMonthsurpassedanymonthsince2018.”

Inthemeantime,PRHauthorshavebeenthelosers.Big-namePRHauthorsmaysufferabit,

butit,sthosemid-listauthors,whonormallyrelyonWaterstonesstaffspassionforpromoting

booksbylesser-knownwriters,whowillbeprayingforanendtothedispute.

Itcomesatatimewhenauthorsarealreadyworriedabouttheconsequencesoftheproposed

mergerbetweenPRHandanotherbigpublisher,Simon&Schuster-thereductioninthenumber

ofunalignedUKpublishersislikelytoleadtofewerbiddingwars,loweradvances,andmore

conformityintermsofwhatispublished.

“Thisisallpartofawiderchangetowardsconcentrationofpower,“saysliteraryagent

AndrewLownic."Thepublishingindustrytalksaboutdiversityintermsofauthorsandstaffbutit

alsoneedsapluralityofwaysofdeliveringintellectualcontact,choiceanddifferentvoices.After

all,manyofthemostinterestingbooksinrecentyearshavecomefromsmallpublishers.”

Weshallseewhetherthatpluralityisacasualtyofthecurrentneedamongpublisherstobe

bigenoughtotakeonall-comers.

31.TheauthormentionstwobooksinParagraph1topresent.

[Alanongoingconflict.

IB]anintellectualconcept.

[C]aprevailingsentiment.

[D]aliteraryphenomenon.

【答案】A

32.WhydidWaterstonesshopsretirePRHbookstotheirrelevantsections?

[A]Tomakethemeasilynoticeable.

[B]TocomplywithPRH'srequirement.

[C]TorespondtoPRH'sbusinessmove.

[D]Toarrangetheminasystematicway.

【答案】C

33.WhatmessagedoesthespokespersonforWaterstonesseemtoconvey?

[A]Theircustomersremainloyal.

[B]Thecreditlimitwillberemoved.

[C]Theirstockisunderestimated.

ID]Thebookmarketisratherslack.

【答案】B

34.Whatcanbeoneconsequenceofthecurrentdispute?

[A]Salesofbooksbymid-listPRHwritersfalloffconsiderably.

IB]Lesser-knownPRHwritersbecomethetargetofcriticism.

IC]Waterstonesstaffhesitatetopromotebig-nameauthors'books.

[D]Waterstonesbranchessufferaseverereductioninrevenue.

【答案】A

35.Whichofthefollowingstatemen:sbestrepresentsLownie'sview?

[A]Smallpublishersoughttosticktogether.

[B]Bigpublisherswilllosetheircominance.

[C]Thepublishingindustryishavingahardtime.

[D]Themergerofpublishersisaworryingtrend.

【答案】D

Text4

Scientificpapersaretherecordkeepersofprogressinresearch.Eachyearresearcherspublish

millionsofpapersinmorethan30,CO0journals.Thescientificcommunitymeasuresthequalityof

thosepapersinanumberofways,includingtheperceivedqualityofthejournal(asreflectedby

thetitle'simpactfactor)andthenumberofcitationsaspecificpaperaccumulates.Thecareersof

scientistsandthereputationoftheirinstitutionsdependonthenumberandprestigeofthepapers

theyproduce,butevenmoresoonthecitationsattractedbythesepapers.

Citationcartels,wherejournals,authors,andinstitutionsconspiretoinflatecitationnumbers,

haveexistedfbralongtime.In2016,researchersdevelopedanalgorithmtorecognizesuspicious

citationpatterns,includinggroupsofauthorsthatdisproportionatelyciteoneanotherandgroups

ofjournalsthatciteeachotherfrequentlytoincreasetheimpactfactorsof(heirpublications.

Recently,anotherexpressionofthispredatorybehaviorhasemerged:so-calledsupportservice

consultanciesthatprovidelanguageandothereditorialsupporttoindividualauthorsandto

journalssometimesadvisecontributorstoaddanumberofcitationstotheirarticles.

Theadventofelectronicpublishingandauthors'needtofindoutletsfbrtheirpapersresulted

inthousandsofnewjournals.Thebirthofpredatoryjournalswasn'tfarbehind.Thesejournalscan

actasmilkcowswhereeverysinglearticleinanissuemayciteaspecificpaperoraseriesofpapers.

Insomeinstances,thereisabsolutelynorelationshipbetweenthecontentofthearticleandthe

citations.Thepeculiarpartisthatthejournalthattheeditorissupposedlyworkingforisnot

profitingatall—itisjustprovidingcitationstoocherjournals.Suchpracticescanleadanarticle

toaccruemorethan150citationsin(hesameyearthatitwaspublished.

Howinsidiousisthistypeofcitationmanipulation?Inoneexample,anindividual—actingas

author,editor,andconsultant—wasabletouseatleast15journalsascitationproviderstoarticles

publishedbyfivescientistsatthreeuniversities.TheproblemisrampantinScopus,acitation

database,whichincludesahighnumberofthenew“international“journals.Infact,alistingin

Scopusseemstobeacriteriontobetargetedinthistypeofcitationmanipulation.

Scopusitselfhasallthedatanecessarytodetectthismalpractice.Redflagsincludealarge

numberofcitationstoanarticlewithinthefirstyear.Andforauthorswhowishtosteerclearof

citationcartelactivities:whenaneditor,areviewer,orasupportserviceasksyoutoadd

inappropriatereferences,donotobligeanddoreporttherequesttothejournal.

36.AccordingtoParagraph1,thecareersofscientistscanbedeterminedby.

[Alhowmanycitationstheirworkscontain.

IB]howmanytimestheirpapersarecited.

IC]theprestigeofthepeopletheyworkwith.

[D]thestatustheyhaveinscientificcircles.

【答案】B

37.Thesupportserviceconsultanciestendto.

[A]recommendjournalstotheirclients.

[B]listcitationpatternstheirclients.

[C]askauthorstoincludeextracitations.

[D]advisecontributorstociteeachother.

【答案】C

38.TheFunctionofthe“milkcowMjournalsisto.

[A]boostcitationcountsforcertainauthors.

[B]helpscholarspublisharticlesatlowcost.

[C]instructFirst-timecontributorsincitation.

-10-

ID]increasethereadershipofnewjournals.

【答案】A

39.WhatcanbelearnedaboutScopusfromthelasttwoparagraphs?

[A]ItFosterscompetitionamongcitationproviders.

[B]Ithasthecapabilitytoidentifysuspiciouscitations.

IC]Ithindersthegrowthof“international“journals.

[D]Itisestablishedtopreventcitationmanipulation.

【答案】B

40.Whatshouldanauthordotodealwithcitationmanipulators?

IAJTakelegalaction.

[B]Demandanapology.

[C]Seekprofessionaladvice

[D]Revealtheirmisconduct.

【答案】D

PartB

Directions:

ThefollowingparagraphsaregiveninawrongorderForQuestions41-45,youarerequiredto

reorganizetheseparagraphsintoacoherenttextbychoosingfromthelistA-Handfillingtheminto

thenumberedbox.ParagraphsA,EandHhavebeencorrectlyplaced.Markyouranswersonthe

ANSWERSHEET.(10points)

[A]Lastyearmarkedthe150thanniversaryofaseriesofYellowstonephotographsbythe

renownedlandscapephotographerWilliamHenryJackson.Jacksonsnappedthe1st-evershotsof

iconiclandmarkssuchastheTetons,OldFaithfulandtheColoradoRockies.Onalate19th-

centuryexpeditionthroughtheYellowstoneBasinthatwasconductedbytheheadoftheU.S.

GeologicalandGeographicalSurveyoftheTerritories,FerdinandV.Hayden.Theteamincludeda

meteorologist,azoologist,amineralogist,andanagriculturalstatistician.

IB]Twocenturiesago,theideaofpreservingnature,ratherthanexploitingit,wasanoveloneto

manyU.S.settlers.Oneoftheturningpointsinpublicsupportforlandconservationefforts一and

recognizingthemagnificenceoftheYellowstoneregioninparticular-cameintheformofvivid

-11-

photographs.

[C]AsaneffectiveWashingtonoperator,Haydensensedthathecouldcapitalizeonthe

expedition'sstunningvisuals.HeaskedJacksontoprintoutlargecopiesanddistributedthem

alongwithreproductionsofMoran'spaintings,toeachmemberofCongress"Thevisualization,

particularlythosephotographs,reallyhithomethatthisissomethingthathastobeprotected,"

saysMurphy.

[D]Throughoutthetrip,Jacksonjuggledmultiplecamerasandplatesizesusingthe"collodion

process"thatrequiredhimtocoattheplateswithachemicalmixture,thenexposethemand

developtheresultingimageswithaportabledarkroom.Thecrudetechniquerequirededucated

guessesonexposuretimes,andinvolvedheavyawkwardequipment-severalmenhadtoassistin

itstransportation.Despitethesechallenges,Jacksoncaptureddozensofstrikingphotos,ranging

frommajesticimageslikehisnowfamoussnapshotofOldFaithful,tocasualportraitsof

expeditionmembersatthecamp.Whileveteransofpreviousexpeditionswroteatlengthabout

stunningtrailsights,thesevividphotographswereanotherthingentirely.

[E]ThejourneyofficiallybeganinOgden,UtahonJune8,1871.Overnearlyfourmonths,dozens

ofmenmadetheirwayonhorsebackintoMontanaandtraversedalongtheYellowstoneRiverand

aroundYellowstoneLake.ThatfalltheyconcludedthesurveyinFortBridger,Wyoming.

IFJThoughNativeAmericans(andlaterminersandfurtrappers)hadlongrecognizedthearea's

riches,mostAmericansdidnot.That'swhyHayden'sexpeditionaimedtoproduceafuller

understandingoftheYellowstoneRiverregion,fromitshotspringsandwaterfallstoitsvarietyof

floraandfauna.Inadditiontotheentourageofscientists,theteamalsoincludedartists:Painter

ThomasMoranandphotographerWilliamHenryJacksonwerechargedwithcapturingthis

astoundingnaturalbeautyandsharingitwiththeworld.

[G]ThebillprovedlargelypopularandsailedthroughCongresswithlargemajoritiesinfavor.In

quicksuccession,theSenateandHousepassedlegislationprotectingYellowstoneinearly1872.

ThatMarch,PresidentUlyssesS.GrantsignedanactintolawthatestablishedYellowstoneasthe

world'sfirstnationalpark.Somelocalsopposedthedesignation,thedecisionwaslargelyaccepted-

andJackson'sphotosplayedakeyroleinthefighttoprotectthearea."Idon'tbelievethatthelegal

protectionwouldhavehappenedinthetimeframethatitdidwithoutthoseimages,"saysHansen,

journalistandauthorofProphetsandMoguls,RangersandRogues,BisonordBears:100

-12-

yearsofthenationalParkService.

[H]Perhapsmostimportantly,theseimagesprovideddocumentaryevidenceofthepark'ssights

thatlatermadeitswaytogovernmentofficials.Weeksaftercompletingtheexpedition,Hayden

collectedhisteam'sobservationsintoanextensivereportaimedalconvincingsenatorsand

representatives,alongwithcolleaguesatgovernmentagenciesliketheDepartmentoftheInterior,

thatYellowstoneoughttobepreserved(andthathisdepartmentdeservedadditionalfunds).

41.-*A-*42._E_43._H_44.45.

41.【答案】B

42.【答案】F

43.【答案】D

44.【答案】C

45.【答案】G

PartC

Directions:

ReadthefollowingtextcarefullyandthentranslatetheunderlinedsegmentsintoChinese.Your

translationshouldbewrittenneatlyontheANSWERSHEET.(10points)

TherehasbeensomeexplorationaroundtheuseofAIindigitalmarketing.Forexample,AI

canbeusedtoanalysewhattypeofadvertisingcontentorcopywouldbeappropriateto'speak'to

aspecifictargetcustomergroupbyrevealinginformationabouttrendsandpreferencesthroughthe

analysisofbigdata.(46)AIcanalsobeusedtoidentifythelifestylechoicesofcustomers

regardingiheirhobbiesfavouritecelebritiesmusicchoicesandfashionsloprovideuniqueconlenl

inmarketingmessagespuloulihroughsocialmedia.AtthesametimeAIcanalsobeusedto

generatecontentforsocialmediapostsandchatsites.AIcanalsoprovideabridgebetweenthe

needofthebrandtocommunicateemotionallywiththecustomerandidentifyingtheirrapidly

changingneeds.

WhileworkingatPWC,NorbertWirthwroteanarticleonAlwhereheidentifiedthat

marketersareequallyeagerandhesitantinadoptingAIbecausesynthesizingallthesedifferent

functionspresentsthemwithnewchallenges.AIcanhelpmarketerstocreateclearmarketing

-13-

messagesandchoosethemostattractivemarketingmixforeachtargetsegment.Aspecific

examplewouldbetheuseofAIindevelopingthecustomerjourneybyautomatingallthedifferent

touchpoints(whentheorganizationshouldcontactthepotentialcustomer)throughbehavioural

analyticssothattheyarethemosteffectiveforthatcustomerorcustomergroup.

ThemaindisadvantageofusingAItorespondtocustomersisthatthereareconcernsabout

trustingpersonalinteractionstomachineswhichcouldleadnotonlytothesubsequentlossof

interpersonalconnectionsbutalsotoadecreaseinmarketingpersonnel.(47)SomebelievethatAI

isnegativelyimpactingonmemarketer'srolebyreducingcreativityandremovingjobs,butthey

areaware(hatitisawayofreducingcostsandcreatingnewinformation.ByallowingAIto

developcontentsomebrandmarketersmayfindthattheyarelosingcontroloverthebrand

narrative.(48)AlgorithmsIhaiareusedloslimulalehumaninleraclionsarecrealinemanyofthese

co