Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing

Pooja Jain, Pranjal Jain and Anju Jain
Additional contact information
Pooja Jain: Google, USA
Pranjal Jain: Lovely Professional University, India
Anju Jain: University of Delhi, South Moti Bagh, India

Journal of Cultural Marketing Strategy, 2024, vol. 8, issue 2, 134-150

Abstract: Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.

Keywords: GenAI; predictive analytics; deep learning; machine learning; customisation; personalised experience (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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