Will digital marketing teams survive generative artificial intelligence? : exploring the transformative impact of generative artificial intelligence (GAI) within digital marketing teams delving into specific business cases, examining how GAI enhances and potentially replaces traditional workforce roles while saving resources (time, money, and workforce).
SONAR|HES-SO
- Beyeler, Loris Daniel
- Maerten, Cyril (Degree supervisor)
- Genève : Haute école de gestion de Genève
72 p.
Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024
English
Businesses are encouraged to read the full report to understand how GAI can enhance marketing strategies, improve customer engagement, and maintain competitiveness. This Bachelor Project explores the transformative impact of (GAI) on digital marketing teams, examining how GAI enhances and potentially replaces traditional roles while saving resources. The study delves into specific business cases, highlighting GAI’s systems like ChatGPT, effects on insight generation, content creation, and personalization, while also considering ethical and legal implications.
GAI revolutionizes digital marketing by automating data processing, enabling rapid and precise analysis of large datasets. This provides marketers with valuable insights into consumer behaviour and market trends, leading to more effective marketing strategies. AI-driven data processing not only reduces human error but also enhances market segmentation and competitor analysis. In content creation, GAI offers speed, customization, and cost efficiency. AI-generated content, including text, images, and videos, is quickly produced, and tailored to specific needs. Our study found that consumer preferences vary based on awareness of the content's origin. Unaware consumers prefer AI-generated text, but errand human-created content when the creator is known. While AI content is appreciated for its novelty, human-created content is more trusted, especially when the source is disclosed. Balancing AI efficiency with human creativity is crucial to ensure content remains engaging and authentic. Personalization is improved by GAI, which tailors marketing messages and offers to individual customers. This includes targeted ads, personalized chatbots, and personalized campaigns. Continuous adaptation and data processing ensure marketing efforts remain relevant and effective, enhancing customer experience and loyalty.
Ethical and legal considerations are crucial as GAI poses challenges like data privacy concerns and potential job displacement.
GAI offers substantial advantages in digital marketing, increasing efficiency, enhancing personalization, and improving content creation. While AI can replace some functions, it is more likely to augment human capabilities, creating a synergistic relationship between AI and human intelligence. This balance preserves creativity and emotional connection with audiences. The future of digital marketing will benefit from this collaboration.
GAI revolutionizes digital marketing by automating data processing, enabling rapid and precise analysis of large datasets. This provides marketers with valuable insights into consumer behaviour and market trends, leading to more effective marketing strategies. AI-driven data processing not only reduces human error but also enhances market segmentation and competitor analysis. In content creation, GAI offers speed, customization, and cost efficiency. AI-generated content, including text, images, and videos, is quickly produced, and tailored to specific needs. Our study found that consumer preferences vary based on awareness of the content's origin. Unaware consumers prefer AI-generated text, but errand human-created content when the creator is known. While AI content is appreciated for its novelty, human-created content is more trusted, especially when the source is disclosed. Balancing AI efficiency with human creativity is crucial to ensure content remains engaging and authentic. Personalization is improved by GAI, which tailors marketing messages and offers to individual customers. This includes targeted ads, personalized chatbots, and personalized campaigns. Continuous adaptation and data processing ensure marketing efforts remain relevant and effective, enhancing customer experience and loyalty.
Ethical and legal considerations are crucial as GAI poses challenges like data privacy concerns and potential job displacement.
GAI offers substantial advantages in digital marketing, increasing efficiency, enhancing personalization, and improving content creation. While AI can replace some functions, it is more likely to augment human capabilities, creating a synergistic relationship between AI and human intelligence. This balance preserves creativity and emotional connection with audiences. The future of digital marketing will benefit from this collaboration.
- Language
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- English
- Classification
- Economics
- Notes
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- Haute école de gestion Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://sonar.rero.ch/global/documents/330870
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