Earticle

초록

영어

As the era of ChatGPT and generative AI technologies unfolds, the marketing industry stands on the precipice of a paradigm shift. Innovations such as GPT-4, DALL-E 2, and Mid-journey Stable Diffusion possess the capacity to dramatically transform the methods by which advertisers reach and engage with customers. The potential applications of these advanced tools herald a new age for the marketing and advertising sectors, offering unprecedented opportunities for growth and optimization. Nevertheless, the rapid adoption of generative AI within these industries presents a unique set of challenges, particularly for organizations that lack the necessary technological infrastructure and human capital to effectively leverage these innovations. As a result, a competitive crisis may emerge, exacerbating existing disparities between well-equipped enterprises and their less technologically adept counterparts. In this article, we undertake a comprehensive exploration of the implications of generative AI for the future of marketing, examining both its potential benefits and drawbacks. We consider the possible impact of these developments on the advertising and marketing industries at large, as well as the ways in which professionals operating within these fields may need to adapt to remain competitive in an increasingly AI-driven landscape. By providing a holistic overview of the challenges and opportunities associated with generative AI, this study aims to elucidate the complex dynamics at play in the ongoing evolution of the marketing and advertising sectors.

목차

Abstract
Generative AI is coming very soon and what is it going to mean for the advertising and marketing industry
Hypertargeting and personalization
Generative AI to act as a mass producer of AD/PR content
Enhanced customer experience with real-time data
Legal and ethical issues related to generative AI
In the age of generative AI, which marketers can be hired and what skills should be developed?
Ability to analyze and interpret consumer data
Marketing creativity and critical thinking skills
AI-related technical expertise and AI literacy
Ability to draw consumer insights and empathetic emotional intelligence
A continuous growth mindset in the AI ecosystem
Cross-domain collaboration and multi-teamwork
Those who rise to the challenge of generative AI will lead the way
Concluding thoughts
Acknowledgement
References

키워드

저자

• Yoo, Seung-Chul [ Associate Professor, Division of Communication & Media, Ewha Womans University ] Corresponding Author
• Piscarac, Diana [ Doctoral Student, Division of Communication & Media, Ewha Womans University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380