To ChatGPT or not to ChatGPT: A note to marketing executives

Jacques Bughin
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Jacques Bughin: CEO, MachaonAdvisory, Belgium

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 2, 110-116

Abstract: Generative AI technologies have taken the world by storm recently, and are quickly invading the sphere of enterprise, especially in sales and marketing functions. Various stages of the evolution of AI, and what makes generative AI a possible breakthrough, with a variety of examples in the context of marketing, are discussed in this paper. Caution, however, should be adopted when using generative AI technology, even if competition is frantically adopting this technology and claims great success in using generative AI. In this paper five questions are proposed that should serve as an acid test on what posture marketing executives should adopt when using these new, powerful AI technologies.

Keywords: generative AI; neuronal AI; neurosymbolic AI; ChatGPT; generative AI marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2023:v:9:i:2:p:110-116

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