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On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice

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  • Peres, Renana
  • Schreier, Martin
  • Schweidel, David
  • Sorescu, Alina

Abstract

How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges.

Suggested Citation

  • Peres, Renana & Schreier, Martin & Schweidel, David & Sorescu, Alina, 2023. "On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 269-275.
    • Handle: RePEc:eee:ijrema:v:40:y:2023:i:2:p:269-275
    DOI: 10.1016/j.ijresmar.2023.03.001
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    References listed on IDEAS

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    1. Chris Stokel-Walker, 2023. "ChatGPT listed as author on research papers: many scientists disapprove," Nature, Nature, vol. 613(7945), pages 620-621, January.
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    Cited by:

    1. Fosso Wamba, Samuel & Queiroz, Maciel M. & Chiappetta Jabbour, Charbel Jose & Shi, Chunming (Victor), 2023. "Are both generative AI and ChatGPT game changers for 21st-Century operations and supply chain excellence?," International Journal of Production Economics, Elsevier, vol. 265(C).
    2. Arpan Kumar Kar & P. S. Varsha & Shivakami Rajan, 2023. "Unravelling the Impact of Generative Artificial Intelligence (GAI) in Industrial Applications: A Review of Scientific and Grey Literature," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(4), pages 659-689, December.
    3. Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
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    6. wael AL-khatib, Ayman, 2023. "Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework," Technology in Society, Elsevier, vol. 75(C).

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