International journal of advanced smart convergence

  • 제12권3호
  • /
  • Pages.175-185
  • /
  • 2023
  • /
  • 2288-2847(pISSN)
  • /
  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
권호 표지
DOI QR코드

DOI QR Code

Generative AI and its Implications for Modern Marketing: Analyzing Potential Challenges and Opportunities

  • Yoo, Seung-Chul (Division of Communication & Media, Ewha Womans University) ;
  • Piscarac, Diana (Division of Communication & Media, Ewha Womans University)
  • 투고 : 2023.08.10
  • 심사 : 2023.09.29
  • 발행 : 2023.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

As the era of ChatGPT and generative AI technologies unfolds, the marketing industry stands on the precipice of a paradigm shift. Innovations such as GPT-4, DALL-E 2, and Mid-journey Stable Diffusion possess the capacity to dramatically transform the methods by which advertisers reach and engage with customers. The potential applications of these advanced tools herald a new age for the marketing and advertising sectors, offering unprecedented opportunities for growth and optimization. Nevertheless, the rapid adoption of generative AI within these industries presents a unique set of challenges, particularly for organizations that lack the necessary technological infrastructure and human capital to effectively leverage these innovations. As a result, a competitive crisis may emerge, exacerbating existing disparities between well-equipped enterprises and their less technologically adept counterparts. In this article, we undertake a comprehensive exploration of the implications of generative AI for the future of marketing, examining both its potential benefits and drawbacks. We consider the possible impact of these developments on the advertising and marketing industries at large, as well as the ways in which professionals operating within these fields may need to adapt to remain competitive in an increasingly AI-driven landscape. By providing a holistic overview of the challenges and opportunities associated with generative AI, this study aims to elucidate the complex dynamics at play in the ongoing evolution of the marketing and advertising sectors.

키워드

과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2022S1A5A2A01047573)

참고문헌

  1. A. Micu et al. (2021). DOI: https://doi.org/10.7236/JIIBC.2005.5.2.56.
  2. Marr B. (2022, September 2). Artificial Intelligence and The Future of Marketing. Forbes. https://www.forbes.com/sites/bernardmarr/2022/09/09/artificial-intelligence-and-the-future-of-marketing/?sh=55fb2692697f
  3. Kelly M. S. (2023, March 19). The way we work. CNN Business. https://edition.cnn.com/2023/03/19/tech/ai-change-how-we-work/index.html
  4. Collet H. (2023, Mar 8). 3 AI Trends for Companies to Anticipate In 2023. Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2023/03/08/3-ai-trends-for-companies-to-anticipate-in-2023/?sh=29d8859145f6
  5. Totland H. (2023, Mar22). Five Trends Set to Impact Conversational AI In 2023. Forbes. https://www.forbes.com/sites/forbestechcouncil/2023/03/22/five-trends-set-to-impact-conversational-ai-in-2023/?sh=1b2501993282
  6. Micu A.; Capatina A.; Cristea D.S.; Munteanu D.; Micu A.; Sarpe D.A. (2022). Assesing an On-Site Customer Profiling and Hyper-Personalization System Prototype Based on a Deep Learning Approach. Technological Forecasting and Social Change. Volume 174. DOI: https://doi.org/10.1016/j.techfore.2021.121289.
  7. Forbes Magazine, https://www.forbes.com/sites/forbestechcouncil/2023/03/22/five-trends-set-to-impact-conversational-ai-in-2023/?sh=6c5c90c03282
  8. Samantha Murphy, CNN, 2023
  9. Collet Harald, Forbes, 2023
  10. Peres, R., Schreier, M., Schweidel, D., & Sorescu, A. (2023). On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice. International Journal of Research in Marketing.
  11. Vanian, J. (8 July, 2023). How the generative A.I. boom could forever change online advertising, CNBC. https://www.cnbc.com/2023/07/08/how-the-generative-ai-boom-could-forever-change-online-advertising.html
  12. Fiona Fui-Hoon Nah, Ruilin Zheng, Jingyuan Cai, Keng Siau & Langtao Chen (2023): Generative AI and ChatGPT: Applications, challenges, and AI-human collaboration, Journal of Information Technology Case and Application Research, DOI: 10.1080/15228053.2023.2233814.
  13. Roetzer, P., & Kaput, M. (2022). Marketing Artificial Intelligence: AI, Marketing, and the Future of Business. BenBella Books.
  14. Wang, Q., Ma, H., Wei, W., Li, H., Chen, L., Zhao, P., ... & Wu, B. (2023). Attention Paper: How Generative AI Reshapes Digital Shadow Industry?. arXiv preprint arXiv:2305.18346.
  15. Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., ... & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: analysis of ChatGPT. Central European Management Journal.
  16. Mayahi, S., & Vidrih, M. (2022). The impact of generative ai on the future of visual content marketing. arXiv preprint arXiv:2211.12660.
  17. Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K. (2022). How deepfakes and artificial intelligence could reshape the advertising industry: The coming reality of AI fakes and their potential impact on consumer behavior. Journal of Advertising Research, 62(3), 241-251.
  18. Kantar (25 May, 2023). What could Generative AI mean for advertising and concept development?. https://www.kantar.com/inspiration/analytics/what-could-generative-ai-mean-for-advertising-and-concept-development
  19. Deveau, M., Griffin, S., Reis, S. (2023). AI-powered marketing and sales reach new heights with generative AI. McKinsey & Company. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ai-powered-marketing-and-sales-reach-new-heights-with-generative-ai
  20. Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks.
  21. Dumitriu, D., & Popescu, M. A. M. (2020). Artificial intelligence solutions for digital marketing. Procedia Manufacturing, 46, 630-636.
  22. Kowalczyk, P., Roder, M., & Thiese, F. (2023). Nudging Creativity in Digital Marketing with Generative Artificial Intelligence: Opportunities and Limitations.
  23. Lai, Z., & Yu, L. (2021). Research on digital marketing communication talent cultivation in the era of artificial intelligence. In Journal of Physics: Conference Series (Vol. 1757, No. 1, p. 012040). IOP Publishing.
  24. Akyuz, A., & Mavnacioglu, K. (2021). Marketing and financial services in the age of artificial intelligence. Financial Strategies in Competitive Markets: Multidimensional Approaches to Financial Policies for Local Companies, 327-340.
  25. Dharmaputra, R. T., Fernando, Y., Aryshandy, G., & Ikhsan, R. B. (2021, October). Artificial Intelligence and Electronic Marketing Outcomes: An Empirical Study. In 2021 3rd International Conference on Cybernetics and Intelligent System (ICORIS) (pp. 1-6). IEEE.
  26. Prentice, C., Dominique Lopes, S., & Wang, X. (2020). Emotional intelligence or artificial intelligence-an employee perspective. Journal of Hospitality Marketing & Management, 29(4), 377-403.
  27. Tihanyi, Norbert, Tamas Bisztray, Ridhi Jain, Mohamed Amine Ferrag, Lucas C. Cordeiro, and Vasileios Mavroeidis. "The FormAI Dataset: Generative AI in Software Security Through the Lens of Formal Verification." arXiv preprint arXiv:2307.02192 (2023).
  28. Nicoletti, B., & Appolloni, A. (2023). Artificial Intelligence for the Management of Servitization 5.0. Sustainability, 15(14), 11113.
  29. Fredstrom, A., Parida, V., Wincent, J., Sjodin, D., & Oghazi, P. (2022). What is the market value of artificial intelligence and machine Learning? The role of innovativeness and collaboration for performance. Technological Forecasting and Social Change, 180, 121716.
  30. Xu, C., Zhu, S., Yang, B., Miao, B., & Duan, Y. (2023). A Review of Policy Framework Research on Promoting Sustainable Transformation of Digital Innovation. Sustainability, 15(9), 7169.