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Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing

Author

Listed:
  • Jain, Pooja

    (Google, USA)

  • Jain, Pranjal

    (Lovely Professional University, India)

  • Jain, Anju

    (University of Delhi, South Moti Bagh, India)

Abstract

Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.

Suggested Citation

  • Jain, Pooja & Jain, Pranjal & Jain, Anju, 2024. "Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 8(2), pages 134-150, July.
    • Handle: RePEc:aza:jcms00:y:2024:v:8:i:2:p:134-150
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    More about this item

    Keywords

    GenAI; predictive analytics; deep learning; machine learning; customisation; personalised experience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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