Using generative artificial intelligence to create marketing content - opportunities and risks

The object of this study is the marketing content within the communication campaign, and the subject – the differences in the perception of marketing content generated by tools with generative artificial intelligence and created by people. In connection with the thus defined subject and object, the main research question is whether, at the time of conducting the study, marketing content generated without additional refinements and humanization is able to achieve a similar or better effect on the same audience compared to marketing content created by people. The purpose of the study is to analyze previous studies and to collect empirical data necessary for studying the initial possibilities for automating creative processes through tools with generative artificial intelligence. To achieve the set goal, the following research tasks are formulated: 1. To conduct a literature review of previous studies related to the use of artificial intelligence in marketing and communication campaigns, as well as the ethical principles in the development and use of artificial intelligence in human activity. 2. To design and conduct an empirical study that will provide data to investigate the possibility of automating the creative processes in creating marketing content at the time of the study. 3. To compare and analyze the impact that created and generated marketing content has on the same audience. 4. To discuss the ethical context related to the use of generative artificial intelligence tools in generating marketing content. Based on the research work carried out and the application of a number of approaches, methods and analyses, the following scientific and applied scientific results are achieved: 1. Based on a literature review, the ethical context in the use of artificial intelligence is presented. 2. The ethical and moral issues in the use of artificial intelligence tools in communication campaigns are discussed in order to outline the opportunities and risks in using them to generate marketing content. 3. The possibilities for automating the creative processes in creating marketing content at the time of the study are investigated. 4. The risks associated with the automation of creative processes through tools with generative artificial intelligence and the use of content generated in this way without being subjected to humanization are outlined.