How to build a competitive advantage for your brand using generative AI

Cui, Yuanyuan (Gina), Patrick van Esch and Steven Phelan

Business Horizons, 2024, vol. 67, issue 5, 583-594

Abstract: Generative artificial intelligence—defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content—has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI (GenAI) from generic, domain-tailored and collaborative systems, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate.

Keywords: Artificial intelligence; Generative AI; Brand persona; Competitive advantage; Large language models; Organizational strategy (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681324000636
Full text for ScienceDirect subscribers only

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:eee:bushor:v:67:y:2024:i:5:p:583-594

DOI: 10.1016/j.bushor.2024.05.003

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().