The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Generative AI in Marketing OpenAI's ChatGPT Enhancing Customer Conversation and Content
Abstract
This chapter discusses the transformation of marketing strategies through generative AI with a focus on OpenAI's ChatGPT technology. Traditional marketing tools become inadequate when consumer preferences move toward personalized and real-time engagement. Through CRM integration alongside prompt engineering and retrieval-augmented generation, ChatGPT delivers scalable content creation while boosting customer engagement throughout their entire journey from initial awareness to final action. The chapter presents both the “Prompt-to-Publish” framework and new marketer roles including prompt engineers and AI editors. The chapter provides guidance for responsible AI use while addressing ethical concerns involving data privacy, misinformation, and algorithmic bias. The chapter investigates upcoming advancements through multimodal AI systems and self-operating marketing agents. The chapter provides marketers actionable strategies alongside theoretical knowledge to ethically and effectively utilize generative AI while remaining adaptable to the fast-changing digital environment.
Related Content
|
Frederic Andres.
© 2027.
14 pages.
|
|
Kalsoom Safdar, Khairul Najmy Abdul Rani, Mohd Aminudin Jamlos, Siti Julia Rosli, Muhammad Usman Younus, Zanab Safdar.
© 2027.
27 pages.
|
|
Bani Adam, Binastya Anggara Sekti, Muhammad Adi Zacky Zahran.
© 2027.
24 pages.
|
|
Swetha Margaret T. A., Renuka Devi D..
© 2027.
31 pages.
|
|
Maurice Saluschke, Michael Schulz.
© 2027.
30 pages.
|
|
Mirjam Sepesy Maučec, Gregor Donaj.
© 2027.
16 pages.
|
|
Jorge A. Ruiz-Vanoye, Ocotlan Diaz-Parra, Ricardo A. Barrera-Cámara, Alejandro Fuentes-Penna, Francisco R. Trejo-Macotela, Jaime Aguilar-Ortiz, Eric Simancas-Acevedo.
© 2027.
21 pages.
|
|
|