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From Personalization to Persuasion: Unpacking the Capabilities and Challenges of Generative AI in Marketing
Abstract
Marketing has always been influenced by technological innovation, ranging from the development of the printing press and mass media promotion to the advent of digital platforms and algorithmic targeting. In the digital economy of the day, perhaps the most revolutionary development is the rise of generative artificial intelligence (GenAI). GenAI has not only opened up new avenues for automating and scaling personalization but also added the capacity to produce compelling, adaptive, and context-aware communication at a scope not before possible.
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