Using generative AI to turbocharge digital marketing

Ian Thomas
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Ian Thomas: Founder/Chief Data Officer, Yew Tree Data Consulting, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 3, 270-280

Abstract: AI has been used in marketing for some time to enable better targeting and optimisation of messages, but some of the benefits of these approaches have been limited by the ability to create personalised content at scale and the ability to measure the effectiveness of this content in a structured way. Generative AI offers a way to address these challenges and to facilitate integrations that make it easier to execute and measure marketing in a fragmented ecosystem. However, the technology presents a series of technical, privacy and copyright challenges that organisations will need to overcome in order to use it effectively.

Keywords: generative AI; OpenAI; digital marketing; GDPR; LLMs; privacy; personalisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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