Nir Kshetri, Yogesh K. Dwivedi, Thomas H. Davenport, Niki Panteli
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引用次数: 0
摘要
尽管组织中的所有职能领域都受益于生成式人工智能(GAI)的最新发展,但市场营销尤其受到这一突破性创新的积极影响。然而,学者们并未关注 GAI 对营销活动的变革性影响。本社论文章旨在填补这一空白。文章概述了生成式人工智能在市场营销方面的现状。文章讨论了在营销中使用生成式人工智能的促进因素和障碍。文章强调了生成式人工智能所产生的洞察力在个性化内容和产品方面的有效性,并认为生成式人工智能所产生的营销内容可能比前几代数字技术所产生的内容更贴近个人。文章解释了如何通过使用 GAI 创建营销内容来提高营销活动的效率和生产力。文章还介绍了由 GAI 生成的洞察力和营销内容在改进销售线索生成过程中的作用。文章还讨论了对研究、实践和政策的影响。
Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda
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 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.
期刊介绍:
The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include:
Comprehensive Coverage:
IJIM keeps readers informed with major papers, reports, and reviews.
Topical Relevance:
The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues.
Focus on Quality:
IJIM prioritizes high-quality papers that address contemporary issues in information management.