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Empowering GenAI stakeholders

Author

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  • Erik Hermann

    (Department of Marketing, ESCP Business School)

  • Stefano Puntoni

    (University of Pennsylvania)

Abstract

Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, marketers, consumers, contributors, and marketing academics, across four dimensions: operational, creative, agentic, and normative empowerment. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.

Suggested Citation

  • Erik Hermann & Stefano Puntoni, 2025. "Empowering GenAI stakeholders," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 677-683, May.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-025-01098-1
    DOI: 10.1007/s11747-025-01098-1
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    References listed on IDEAS

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