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

Alexander Morick, Florian Perst and Constantin Schubart

IU Discussion Papers - Marketing & Communication from IU International University of Applied Sciences

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.

Keywords: Generative Artificial Intelligence; Content Marketing; Potential Assessment; Strategy Development (search for similar items in EconPapers)
JEL-codes: J24 L26 M31 M37 O33 (search for similar items in EconPapers)
Date: 2025
New Economics Papers: this item is included in nep-ger and nep-inv
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhma:330683

DOI: 10.56250/4087

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