Leveraging AI for Content Generation: A Customer Equity Perspective

David, A. Schweidel, Martin Reisenbichler, Thomas Reutterer, Kunpeng Zhang

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Sammelwerk

Abstract

Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then discuss the potential applications of automated content generation for customer acquisition, relationship development, and customer retention. We conclude by discussing important considerations that businesses must make prior to adopting automated content generation.
OriginalspracheEnglisch (Amerika)
Titel des SammelwerksArtificial Intelligence in Marketing
Herausgeber*innenK. Sudhir, Oliver Toubia
ErscheinungsortBingley
VerlagEmerald Publishing Ltd.
Seiten125-145
ISBN (elektronisch)9781802628753
ISBN (Print)9781802628760
DOIs
PublikationsstatusVeröffentlicht - 2023

Publikationsreihe

ReiheReview of Marketing Research
Band20
ISSN1548-6435

Zitat