Empowering GenAI stakeholders

Erik Hermann () and Stefano Puntoni ()
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Erik Hermann: Department of Marketing, ESCP Business School
Stefano Puntoni: University of Pennsylvania

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 3, No 2, 677-683

Abstract: Abstract Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, marketers, consumers, contributors, and marketing academics, across four dimensions: operational, creative, agentic, and normative empowerment. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.

Keywords: Generative AI; Artificial intelligence; Empowerment; Stakeholders (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-025-01098-1

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