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Analyse der Potenziale und strategischen Anwendung generativer KI im Content Marketing am Beispiel der Spezialchemieindustrie

Author

Listed:
  • Morick, Alexander
  • Perst, Florian
  • Schubart, Constantin

Abstract

This Discussion Paper explores the potential and strategic application of generative artificial intelligence in content marketing, using the specialty chemicals industry as an example. Against the backdrop of the growing business relevance of the technology, concrete Use-Cases are identified in which generative AI can meaningfully support the production of content. A systematic evaluation of suitable tools, taking into account both functional and company-specific requirements, reveals which solutions are particularly well-suited for operational use. Practice-oriented recommendations are also derived, showing how the successful implementation of generative AI can be achieved within the framework of a structured change process to increase efficiency, foster creative processes, and enhance content quality. The results are based on a qualitative, exploratory research approach using semi-structured expert interviews. The results provide impetus for the structured integration of generative AI into content marketing within the specialty chemicals industry and contribute to the sustainable use of the technology at the intersection of digital advancement and business practice.

Suggested Citation

  • Morick, Alexander & Perst, Florian & Schubart, Constantin, 2025. "Analyse der Potenziale und strategischen Anwendung generativer KI im Content Marketing am Beispiel der Spezialchemieindustrie," IU Discussion Papers - Marketing & Communication 4 (Oktober 2025), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhma:330683
    DOI: 10.56250/4087
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity

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