An editorial article, “Generative Artificial Intelligence in Marketing: Applications, Opportunities, Challenges, and Research Agenda,” explores how Generative Artificial Intelligence (GAI) is revolutionizing critical aspects of marketing.
The authors focus on GAI’s top three applications in marketing: personalization, insight generation, and content creation. They find these applications to be interconnected, with insights driving content creation and personalization enhancing user engagement. They demonstrate how marketers can effectively utilize GAI tools to generate personalized content, product recommendations, experiences, and offers at the individual level.
“GAI brings benefits such as dynamic messaging capabilities by leveraging personalization to send the right message at the right time to customers based on detailed and valuable data.”
The text demonstrates that GAI serves as an effective tool for achieving personalized customer experiences, cutting costs, and boosting efficiency in marketing activities, including lead generation.
While the authors speculate that GAI cannot entirely replace human expertise, they find that it outperforms humans in terms of speed, affordability, and effectiveness. The article highlights the need for organizations and individuals to develop a full understanding of this technology in order to effectively harness its diverse capabilities.
