@inbook{b0e55a6acf00485eaf285f9170ec52b5,
title = "Leveraging AI for Content Generation: A Customer Equity Perspective",
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.",
author = "Schweidel, {David, A.} and Martin Reisenbichler and Thomas Reutterer and Kunpeng Zhang",
year = "2023",
doi = "10.1108/S1548-643520230000020006",
language = "Englisch (Amerika)",
isbn = "9781802628760",
series = "Review of Marketing Research",
publisher = "Emerald Publishing Ltd.",
pages = "125--145",
editor = "K. Sudhir and Oliver Toubia",
booktitle = "Artificial Intelligence in Marketing",
}