{"title":"Empowering GenAI stakeholders","authors":"Erik Hermann, Stefano Puntoni","doi":"10.1007/s11747-025-01098-1","DOIUrl":null,"url":null,"abstract":"<p>Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, <i>marketers</i>, <i>consumers</i>, <i>contributors</i>, and <i>marketing academics</i>, across four dimensions: <i>operational</i>, <i>creative</i>, <i>agentic</i>, and <i>normative empowerment</i>. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"2023 1","pages":""},"PeriodicalIF":9.5000,"publicationDate":"2025-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of the Academy of Marketing Science","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11747-025-01098-1","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, marketers, consumers, contributors, and marketing academics, across four dimensions: operational, creative, agentic, and normative empowerment. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.
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JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles.
When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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