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Research output: Contribution to Journal/Magazine › Editorial › peer-review
Research output: Contribution to Journal/Magazine › Editorial › peer-review
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TY - JOUR
T1 - Generative Artificial Intelligence in Marketing
T2 - Applications, Opportunities, Challenges, and Research Agenda
AU - Kshetri, Nir
AU - Dwivedi, Yogesh K.
AU - Davenport, Thomas
AU - Panteli, Niki
PY - 2024/4/1
Y1 - 2024/4/1
N2 - While all functional areas in organizations are benefiting from the recent development in generative artificial intelligence (GAI), marketing has been particularly affected positively by this breakthrough innovation. However, scholars have not paid attention to the transformative impacts GAI has on marketing activities. This editorial article aims to fill this void. It outlines the current state of generative artificial intelligence in marketing. The article discusses the facilitators and barriers for the use of generative artificial intelligence in marketing. It highlights the effectiveness of insights generated by GAI in personalizing content and offerings and argues that marketing 2 content generated by GAI is likely to be more personally relevant than that produced by earlier generations of digital technologies. The article explains how higher efficiency and productivity of marketing activities can be achieved by using GAI to create marketing content. It also describes the roles of insights and marketing content generated by GAI to improve the sales lead generation process. Implications for research, practice and policy are also discussed.
AB - While all functional areas in organizations are benefiting from the recent development in generative artificial intelligence (GAI), marketing has been particularly affected positively by this breakthrough innovation. However, scholars have not paid attention to the transformative impacts GAI has on marketing activities. This editorial article aims to fill this void. It outlines the current state of generative artificial intelligence in marketing. The article discusses the facilitators and barriers for the use of generative artificial intelligence in marketing. It highlights the effectiveness of insights generated by GAI in personalizing content and offerings and argues that marketing 2 content generated by GAI is likely to be more personally relevant than that produced by earlier generations of digital technologies. The article explains how higher efficiency and productivity of marketing activities can be achieved by using GAI to create marketing content. It also describes the roles of insights and marketing content generated by GAI to improve the sales lead generation process. Implications for research, practice and policy are also discussed.
U2 - 10.1016/j.ijinfomgt.2023.102716
DO - 10.1016/j.ijinfomgt.2023.102716
M3 - Editorial
VL - 75
JO - International Journal of Information Management
JF - International Journal of Information Management
SN - 0268-4012
M1 - 102716
ER -