Beyond the Buzz: Creating Marketing Value with Generative AI
By: Fabian Buder, Nina Hesel and Holger Dietrich
References
- Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., . . . Wright, R. (2023). Opinion paper: “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642.
https://doi.org/10.1016/j.ijinfomgt.2023.102642 - Korst, J., & Puntoni, S. (2023). The rise of generative AI across enterprises – Usage, investments and perceptions among enterprise decision makers. GBK Collective.
https://www.gbkcollective.com/thoughtleadership/the-rise-of-generative-ai - Kshetri, N., Dwivedi, Y. K., Davenport, T. H., & Panteli, N. (2023). Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda. International Journal of Information Management, 102716.
https://doi.org/10.1016/j.ijinfomgt.2023.102716
DOI: https://doi.org/10.2478/nimmir-2024-0008 | Journal eISSN: 2628-166X
Language: English
Page range: 50 - 55
Published on: Apr 25, 2024
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2024 Fabian Buder, Nina Hesel, Holger Dietrich, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.