Generative AI in Marketing: Future Applications and Exploration, a case study

Lina Maria Trujillo Bucheli

Diplomová práce

Anotace:

The rise of ChatGPT and other Generative AI technologies is shaping the marketing space, with many companies now implementing them. The purpose of the thesis is to explore the present condition of Generative AI in marketing in terms of the latest trends, challenges, and tools shaping the marketing industry. Additionally, it aims to examine the benefits and barriers that marketers experience while using Generative AI and provide insights into its future potential. Considering the novelty of the topic, qualitative research is conducted to address various gaps in the literature by conducting expert interviews to examine the experiences, perceptions, and strategies implemented by marketers and AI technology providers. The study is centered around three main research questions addressing the general overview of the currently used tools, the challenges faced by marketers while using Generative AI, and the creative aspect of implementing these tools. The research findings highlight the need for marketers to balance the use of Generative AI, more regulations, and education to ensure proper implementation of these technologies within marketing workflows.

Abstract:

The rise of ChatGPT and other Generative AI technologies is shaping the marketing space, with many companies now implementing them. The purpose of the thesis is to explore the present condition of Generative AI in marketing in terms of the latest trends, challenges, and tools shaping the marketing industry. Additionally, it aims to examine the benefits and barriers that marketers experience while using Generative AI and provide insights into its future potential. Considering the novelty of the topic, qualitative research is conducted to address various gaps in the literature by conducting expert interviews to examine the experiences, perceptions, and strategies implemented by marketers and AI technology providers. The study is centered around three main research questions addressing the general overview of the currently used tools, the challenges faced by marketers while using Generative AI, and the creative aspect of implementing these tools. The research findings highlight the need for marketers to balance the use of Generative AI, more regulations, and education to ensure proper implementation of these technologies within marketing workflows.

Klíčová slova

Content Creation, Generative AI, Marketing, ChatGPT

Keywords

Generative AI, ChatGPT, Content Creation, Marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2024
• Vedoucí: Martin Machek
• Oponent: Mike Pokrovsky

Vysoká škola ekonomická v Praze

Magisterský studijní program:
International Management