The rapid development of artificial intelligence technology, represented by generative AI(GAI), is profoundly transforming the digital marketing industry and bringing more opportunities and challenges. In response to the issues faced by higher education institutions in cultivating innovative digital marketing talents who can adapt to the AIGC (Artificial Intelligence Generated Content) era, such as the difficulty in matching technology with teaching content, inadequate interdisciplinary knowledge and practical abilities, and a lack of teaching resources, this article details the specific marketing applications of AIGC technology in various aspects. It provides guidance on practical methods and application cases for cultivating digital marketing talents. Looking forward to the development trend of digital marketing, higher education institutions and enterprises should work together to cultivate more high-quality and composite talents in digital marketing innovation to cope with the changes and challenges of the future market.
Shen et al. (2025) studied this question.