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Controversy, and Ethical Challenges: ChatGPT and Its Impact on Customer Experience and Marketing. A Study of Professionals’ Perception towards this Emerging Trend

Author

Listed:
  • Iasmina-Iulia GRÄ‚DINESCU

    (The Bucharest University of Economic Studies)

  • Elena GOGA

    (The Bucharest University of Economic Studies)

  • Mihai PRELIPCEAN

    (The Bucharest University of Economic Studies)

  • Cristian GHEORGHE

    (The Bucharest University of Economic Studies)

  • OlguÈ›a Anca ORZAN

    (Carol Davila University of Medicine and Pharmacy)

Abstract

ChatGPT is perceived to have a significant impact on customer experience and marketing. Hence, this paper aims to explore the ethical perspective of ChatGPT and subsequently its effect on the marketing activities through the eyes of marketing professionals. ChatGPT’s ability to provide personalized support, analyses customer data, and improve customer experience has helped companies to boost their marketing efforts. As technology continues to advance, this tool will continue to play an important role in improving both customer experience and marketing. While ChatGPT is a remarkable technological achievement, its use raises important ethical implications that must be addressed (e.g., misinformation, risky content, biases and discriminatory attitudes, impersonation or phishing). As an Artificial Intelligence engine, ChatGPT has the potential to revolutionize the way in which communication is conducted. Therefore, addressing the ethical concerns will help to ensure that its usage is done in a responsible and righteous manner.

Suggested Citation

  • Iasmina-Iulia GRÄ‚DINESCU & Elena GOGA & Mihai PRELIPCEAN & Cristian GHEORGHE & OlguÈ›a Anca ORZAN, 2023. "Controversy, and Ethical Challenges: ChatGPT and Its Impact on Customer Experience and Marketing. A Study of Professionals’ Perception towards this Emerging Trend," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(4), pages 38-42, December.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:4:p:38-42
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    References listed on IDEAS

    as
    1. Aurelia-Felicia STĂNCIOIU & Andreea BOTOŞ & Mihai ORZAN & Ion PÂRGARU & Octavian ARSENE, 2013. "Integrated marketing communication in tourism – an analysis. Case study: Muntenia and Oltenia," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(6(583)), pages 7-34, June.
    2. Mihai C. ORZAN & Adina I. ZARA & Stefan C. CAESCU & Mihaela E. CONSTANTINESCU & Olguta A. ORZAN, 2021. "Social Media Networks as a Business Environment, During COVID-19 Crisis Tunisia and Turkey," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 22(1), pages 64-73, January.
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    More about this item

    Keywords

    ChatGPT; Artificial Intelligence; Customer Experience; Ethics; Marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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