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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)
Document Type
Article
Recommended Citation
Grewal, D., Satornino, C.B., Davenport, T. et al. How generative AI Is shaping the future of marketing. J. of the Acad. Mark. Sci. 53, 702–722 (2025). https://doi.org/10.1007/s11747-024-01064-3
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