To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry

Elena Osadchaya, Ben Marder, Jennifer A. Yule, Amy Yau, Laura Lavertu, Nikolaos Stylos, Sebastian Oliver, Rob Angell, Anouk de Regt, Liyu Gao, Kang Qi, Will Zhiyuan Zhang, Yiwei Zhang, Jiayuan Li and Sara AlRabiah

Business Horizons, 2024, vol. 67, issue 5, 571-581

Abstract: Generative AI (GenAI) technology is evoking both excitement and fear about its potential impact across a host of industries—including advertising, where it is expected to have a significant disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text GenAI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes that are associated with conducting research, creativity, efficiency, and one psychological paradox related to work identity. To gain a competitive advantage, we urge practitioners to adopt a confrontation-based coping strategy to navigate these paradoxes. This can be mobilized via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.

Keywords: ChatGPT; Generative AI; Paradoxes; Advertising; Chatbots (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:67:y:2024:i:5:p:571-581

DOI: 10.1016/j.bushor.2024.05.002

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