What question did this study set out to answer?

To examine how generative artificial intelligence impacts marketing strategy and propose an organizing framework to navigate AI adoption, tool selection, and human collaboration.

December 14, 2024Journal of the Academy of Marketing ScienceOpen Access

How generative AI Is shaping the future of marketing

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Authors

DGDhruv GrewalFlorida State University CSCinthia B. SatorninoUniversity of New Hampshire TDThomas H. DavenportBabson College

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Implication

Conceptual analysis demonstrates strategic trade-offs of generative AI in marketing, highlighting the necessity of human augmentation and input design for effective implementation.

Key Points

To examine how generative artificial intelligence impacts marketing strategy and propose an organizing framework to navigate AI adoption, tool selection, and human collaboration.
Analyzed emerging generative AI capabilities across marketing communications, content generation (text, images, and video), and product development.
Developed a conceptual four-quadrant organizing framework evaluating trade-offs between AI input characteristics and required levels of human augmentation.
Demonstrated that generative AI directly alters customer touchpoints across both sales and service environments through automated content creation and personalized interactions.
Identified critical operational trade-offs, establishing that effective generative AI implementation requires balancing automated outputs with human oversight.

Cite This Study

Grewal et al. (2024) studied this question.

synapsesocial.com/papers/69d97ba394760e72e6a3caed https://doi.org/10.1007/s11747-024-01064-3

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Implication

Conceptual analysis demonstrates strategic trade-offs of generative AI in marketing, highlighting the necessity of human augmentation and input design for effective implementation.

How generative AI Is shaping the future of marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

How generative AI Is shaping the future of marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

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