Leveraging AI for Content Generation: A Customer Equity Perspective

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

Publication: Chapter in book/Conference proceedingChapter in edited volume


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.
Original languageAmerican English
Title of host publicationArtificial Intelligence in Marketing
EditorsK. Sudhir, Oliver Toubia
Place of PublicationBingley
PublisherEmerald Publishing Ltd.
ISBN (Electronic)9781802628753
ISBN (Print)9781802628760
Publication statusPublished - 2023

Publication series

SeriesReview of Marketing Research

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