An LLM-centred Lens on Generative AI in Marketing

Lukas Hartleif ()
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Lukas Hartleif: FH Kufstein Tirol Bildungs GmbH

A chapter in Conference Proceedings Trends in Business Communication 2024, 2025, pp 75-91 from Springer

Abstract: Abstract The underlying paper aims to enable marketers (at small and medium-sized enterprises) to navigate the challenges posed by generative artificial intelligence. An in-depth understanding of Large-Language-Models and prompting techniques allows to outline how generative AI can be used effectively. Current developments and privacy concerns are described. From a theoretical perspective the study contributes to an existing AI-framework by the means of triangulation. The framework is adapted by the application of an LLM-centred lens. The Technology-Acceptance-Model and value co-creation theory are utilized in the context of LLM-enhanced marketing.

Keywords: Generative AI; Digital marketing; LLMs; SME; Value co-creation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-47793-6_5

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DOI: 10.1007/978-3-658-47793-6_5

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