ChatGPT for marketers: Limitations and mitigations

Despina Christou, Kostas Hatalis, Mark G. Staton and Michael Frechette
Additional contact information
Despina Christou: GoCharlie.ai, USA
Kostas Hatalis: GoCharlie.ai, USA
Mark G. Staton: Western Washington University, USA
Michael Frechette: Sacred Heart University, USA

Journal of Digital & Social Media Marketing, 2024, vol. 11, issue 4, 307-323

Abstract: As artificial intelligence (AI) technologies continue to revolutionise various industries, marketers have eagerly embraced AI-powered tools to enhance their strategies and reach their target audiences more effectively. This paper provides a critical examination of the limitations and failures of ChatGPT — the widely-used language model based on GPT architecture, which has gained significant attention as a potential asset for marketers in assisting marketers. Through a comprehensive analysis, the paper explores how ChatGPT falls short in understanding consumer needs and preferences, its potential to generate misleading or inaccurate information, implications for branding and communication strategies and lack of marketing expertise. Moreover, ethical concerns and risks associated with ChatGPT’s deployment in marketing are discussed, highlighting issues such as deceptive practices and data security. Case studies exemplify instances where ChatGPT has fallen short, while offering insights into successful strategies adopted by companies to address its limitations. The paper concludes with a call for responsible implementation through domain-specific fine-tuning, prompt-engineering and general human oversight and ongoing evaluation of AI technologies to enhance their utility and mitigate their failures within marketing.

Keywords: marketing; new technology; ChatGPT; artificial intelligence; limitations; implications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8349/download/ (application/pdf)
https://hstalks.com/article/8349/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2024:v:11:i:4:p:307-323

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().