Generative artificial intelligence to create marketing content

Svilen Ivanov ()
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Svilen Ivanov: University of Economics Varna

in Monographic library "Knowledge and business" Varna from Publishing house "Knowledge and business" Varna

Abstract: The subject of this study is marketing content, and the object are the differences in the perception of human-generated or created advertising content. In this regard, the main research question is whether human-generated marketing content without additional modifications and humanization is able to achieve a similar or better effect compared to human-generated marketing content. The study aims to analyze previous studies and collect empirical data necessary to explore the initial possibilities for automating creative processes through generative artificial intelligence tools. For the realization of the set goal, the following research tasks have been formulated: 1. To carry out a literature review of previous studies related to the use of artificial intelligence in marketing and communication campaigns, as well as of ethical principles in the development and use of artificial intelligence in human activity. 2. To design and conduct an empirical study to provide data to explore the possibility of automating the creative processes in the creation of marketing content at the time of the study. 3. To compare and analyze the impact that the created and generated marketing content has on the same audience. 4. To discuss the ethical context related to the use of generative AI tools in the generation of marketing content. Based on the research work carried out and the application of several approaches, methods, and analyses, the following scientific and applied results have been achieved: 1. Based on a literature review, the ethical context in the use of artificial intelligence is presented. 2. Ethical and moral problems in the use of artificial intelligence tools in communication campaigns are discussed with a view to outlining the opportunities and risks of using them to generate marketing content. 3. The possibilities for automating the creative processes in the creation of marketing content at the time of the study are studied. 4. The risks associated with automating creative processes through generative AI tools and using content generated in this way without humanizing it are outlined.

Keywords: generative artificial intelligence; marketing content; artificial intelligence; ethical problems in the use of artificial intelligence; automation of creative processes; social media. (search for similar items in EconPapers)
Date: 2026
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