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An LLM-centred Lens on Generative AI in Marketing

In: Conference Proceedings Trends in Business Communication 2024

Author

Listed:
  • Lukas Hartleif

    (FH Kufstein Tirol Bildungs GmbH)

Abstract

The underlying paper aims to enable marketers (at small and medium-sized enterprises) to navigate the challenges posed by generative artificial intelligence. An in-depth understanding of Large-Language-Models and prompting techniques allows to outline how generative AI can be used effectively. Current developments and privacy concerns are described. From a theoretical perspective the study contributes to an existing AI-framework by the means of triangulation. The framework is adapted by the application of an LLM-centred lens. The Technology-Acceptance-Model and value co-creation theory are utilized in the context of LLM-enhanced marketing.

Suggested Citation

  • Lukas Hartleif, 2025. "An LLM-centred Lens on Generative AI in Marketing," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin (ed.), Conference Proceedings Trends in Business Communication 2024, pages 75-91, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47793-6_5
    DOI: 10.1007/978-3-658-47793-6_5
    as

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