Emergence of ChatGPT and Changes of Marketing: Early Study of Internet Buzz on ChatGPT

Purpose – The purpose of this study is to examine the changes and characteristics of artificial intelligence, chatbots, and ChatGPT, and to explore their future implications. Additionally, this research aims to provide insights by analyzing the initial internet buzz surrounding ChatGPT. Design/Methodology/Approach – This study conducted theoretical analysis based on previous research on ChatGPT. The past engineering discussion on ChatGPT has been converted into a management discussion. In addition, big data related to ChatGPT mentioned in internet news, blogs, and other sources were collected through web crawling, and 2-gram analysis, word cloud analysis, and sentiment analysis were performed on the collected data. Findings – Internet users have formed topics about ChatGPT related to artificial intelligence, chatbots, open services, use, services, questions, and technology. In addition, emotions related to ChatGPT are more positively oriented, such as innovation, usefulness, and naturalness, compared to negative emotions. These results mean that consumers are favorable to ChatGPT and expect changes that artificial intelligence will bring. Research Implications – The findings of this study suggest that consumers are highly interested in ChatGPT and are prepared to accept new innovations. This findings indicate that related services such as artificial intelligence and ChatGPT will become major academic and practical marketing issues in the future.