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Generative Künstliche Intelligenz im Marketing: Strategien zur Neuausrichtung in der Marketing-Kommunikation (MarKom)

Author

Listed:
  • Rottmann, Isabelle E.
  • Gronover, Sandra Christine
  • Mitterhofer, Martina

Abstract

Der Einsatz von Künstlicher Intelligenz in der Marketing-Kommunikation (MarKom) bringt sowohl Potentiale als auch Herausforderungen mit sich. Es ergeben sich Chancen im Bereich der Prozessoptimierung, -automatisierung, einer weitergehenden Personalisierung in der Kundenansprache und einer Weiterentwicklung kreativer Prozesse. Anhand von zwei ausgewählten Beispielen wird verdeutlicht, wie Unternehmen aktuell generative künstliche Intelligenz (GenKI) in ihre Wertschöpfungsprozesse im Marketing integrieren. Die beiden Fallstudien dienen als Ideengeber für die Praxis. Aus den Fallbeispielen werden Herausforderungen für die Diffusion von GenKI in MarKoms abgeleitet, die eine hohe Praxisrelevanz für die Neuausrichtung von MarKoms besitzen.

Suggested Citation

  • Rottmann, Isabelle E. & Gronover, Sandra Christine & Mitterhofer, Martina, 2024. "Generative Künstliche Intelligenz im Marketing: Strategien zur Neuausrichtung in der Marketing-Kommunikation (MarKom)," PraxisWissen - German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 9(01/2024), pages 124-141.
    • Handle: RePEc:zbw:afmpwm:335561
    DOI: 10.15459/95451.70
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    References listed on IDEAS

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    1. Dominik K. Kanbach & Louisa Heiduk & Georg Blueher & Maximilian Schreiter & Alexander Lahmann, 2024. "The GenAI is out of the bottle: generative artificial intelligence from a business model innovation perspective," Review of Managerial Science, Springer, vol. 18(4), pages 1189-1220, April.
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