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Using generative AI to turbocharge digital marketing

Author

Listed:
  • Thomas, Ian

    (Founder/Chief Data Officer, Yew Tree Data Consulting, UK)

Abstract

AI has been used in marketing for some time to enable better targeting and optimisation of messages, but some of the benefits of these approaches have been limited by the ability to create personalised content at scale and the ability to measure the effectiveness of this content in a structured way. Generative AI offers a way to address these challenges and to facilitate integrations that make it easier to execute and measure marketing in a fragmented ecosystem. However, the technology presents a series of technical, privacy and copyright challenges that organisations will need to overcome in order to use it effectively.

Suggested Citation

  • Thomas, Ian, 2023. "Using generative AI to turbocharge digital marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(3), pages 270-280, December.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:3:p:270-280
    as

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    More about this item

    Keywords

    generative AI; OpenAI; digital marketing; GDPR; LLMs; privacy; personalisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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