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How to build a competitive advantage for your brand using generative AI

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  • Cui, Yuanyuan (Gina)
  • van Esch, Patrick
  • Phelan, Steven

Abstract

Generative artificial intelligence—defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content—has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI (GenAI) from generic, domain-tailored and collaborative systems, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:bushor:v:67:y:2024:i:5:p:583-594
    DOI: 10.1016/j.bushor.2024.05.003
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    References listed on IDEAS

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    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. 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.
    3. Urbani, Roberto & Ferreira, Caitlin & Lam, Joey, 2024. "Managerial framework for evaluating AI chatbot integration: Bridging organizational readiness and technological challenges," Business Horizons, Elsevier, vol. 67(5), pages 595-606.
    4. 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.
    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. 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.
    7. 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.
    8. 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.

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