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To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry

Author

Listed:
  • Osadchaya, Elena
  • Marder, Ben
  • Yule, Jennifer A.
  • Yau, Amy
  • Lavertu, Laura
  • Stylos, Nikolaos
  • Oliver, Sebastian
  • Angell, Rob
  • Regt, Anouk de
  • Gao, Liyu
  • Qi, Kang
  • Zhang, Will Zhiyuan
  • Zhang, Yiwei
  • Li, Jiayuan
  • AlRabiah, Sara

Abstract

Generative AI (GenAI) technology is evoking both excitement and fear about its potential impact across a host of industries—including advertising, where it is expected to have a significant disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text GenAI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes that are associated with conducting research, creativity, efficiency, and one psychological paradox related to work identity. To gain a competitive advantage, we urge practitioners to adopt a confrontation-based coping strategy to navigate these paradoxes. This can be mobilized via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.

Suggested Citation

  • Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.
    • Handle: RePEc:eee:bushor:v:67:y:2024:i:5:p:571-581
    DOI: 10.1016/j.bushor.2024.05.002
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    References listed on IDEAS

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    4. Ferraro, Carla & Demsar, Vlad & Sands, Sean & Restrepo, Mariluz & Campbell, Colin, 2024. "The paradoxes of generative AI-enabled customer service: A guide for managers," Business Horizons, Elsevier, vol. 67(5), pages 549-559.
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    12. Hannigan, Timothy R. & McCarthy, Ian P. & Spicer, André, 2024. "Beware of botshit: How to manage the epistemic risks of generative chatbots," Business Horizons, Elsevier, vol. 67(5), pages 471-486.
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    Cited by:

    1. Ramaul, Laavanya & Ritala, Paavo & Ruokonen, Mika, 2024. "Creational and conversational AI affordances: How the new breed of chatbots is revolutionizing knowledge industries," Business Horizons, Elsevier, vol. 67(5), pages 615-627.
    2. Brewer, Jordan & Patel, Dhru & Kim, Dennie & Murray, Alex, 2024. "Navigating the challenges of generative technologies: Proposing the integration of artificial intelligence and blockchain," Business Horizons, Elsevier, vol. 67(5), pages 525-535.
    3. Abdelhalim, Esraa & Anazodo, Kemi Salawu & Gali, Nazha & Robson, Karen, 2024. "A framework of diversity, equity, and inclusion safeguards for chatbots," Business Horizons, Elsevier, vol. 67(5), pages 487-498.
    4. Ferraro, Carla & Demsar, Vlad & Sands, Sean & Restrepo, Mariluz & Campbell, Colin, 2024. "The paradoxes of generative AI-enabled customer service: A guide for managers," Business Horizons, Elsevier, vol. 67(5), pages 549-559.
    5. Retkowsky, Jana & Hafermalz, Ella & Huysman, Marleen, 2024. "Managing a ChatGPT-empowered workforce: Understanding its affordances and side effects," Business Horizons, Elsevier, vol. 67(5), pages 511-523.
    6. Hannigan, Timothy R. & McCarthy, Ian P. & Spicer, André, 2024. "Beware of botshit: How to manage the epistemic risks of generative chatbots," Business Horizons, Elsevier, vol. 67(5), pages 471-486.
    7. Feng, Cai (Mitsu) & Botha, Elsamari & Pitt, Leyland, 2024. "From HAL to GenAI: Optimizing chatbot impacts with CARE," Business Horizons, Elsevier, vol. 67(5), pages 537-548.
    8. Cui, Yuanyuan (Gina) & van Esch, Patrick & Phelan, Steven, 2024. "How to build a competitive advantage for your brand using generative AI," Business Horizons, Elsevier, vol. 67(5), pages 583-594.

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