https://dx.doi.org/10.1007/s11747-024-01064-3">
 

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Generative AI (Gen AI) is shaping the future of marketing. In the next decade, Gen AI will influence how marketers interact and communicate with customers, help create and deliver marketing content (text, images, and video), and inform methods for researching and developing new products and services. In both service and sales settings, Gen AI will affect customers directly and significantly. Therefore, marketers, researchers, and public policy makers require a clear understanding of Gen AI and its potential, as well as its limitations. To assist marketers in thinking through the adoption and implementation of Gen AI, the current article presents a four-quadrant organizing framework that highlights trade-offs in both the nature of Gen AI inputs and the extent of human augmentation needed to deliver Gen AI–generated outputs. This framework provides guidance for the selection and implementation of Gen AI tools, as well as recommendations for further research.

Department

Marketing

Publication Date

12-14-2024

Journal Title

Journal of the Academy of Marketing Science

Publisher

Springer Science and Business Media LLC

Digital Object Identifier (DOI)

https://dx.doi.org/10.1007/s11747-024-01064-3

Document Type

Article

Comments

This is an open access article published by Springer Science and Business Media LLC in Journal of the Academy of Marketing Science in 2024, available online: https://dx.doi.org/10.1007/s11747-024-01064-3

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