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

Renana Peres; Martin Schreier; David Schweidel; Alina Sorescu

doi:10.1016/j.ijresmar.2023.03.001

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

Renana Peres, Martin Schreier^*, David Schweidel, Alina Sorescu

^*Corresponding author for this work

Publication: Scientific journal › Journal article › peer-review

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.

Original language	English
Pages (from-to)	269-275
Journal	International Journal of Research in Marketing
Volume	40
Issue number	2
Early online date	2023
DOIs	https://doi.org/10.1016/j.ijresmar.2023.03.001
Publication status	Published - 2023

Bibliographical note

Publisher Copyright:
© 2023 The Author(s)

Keywords

Artificial intelligence
ChatGPT
Generative AI
LLMs

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10.1016/j.ijresmar.2023.03.001

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Cite this

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

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.",

keywords = "Artificial intelligence, ChatGPT, Generative AI, LLMs",

author = "Renana Peres and Martin Schreier and David Schweidel and Alina Sorescu",

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AU - Schreier, Martin

AU - Schweidel, David

AU - Sorescu, Alina

PY - 2023

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N2 - 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.

AB - 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.

KW - Artificial intelligence

KW - ChatGPT

KW - Generative AI

KW - LLMs

U2 - 10.1016/j.ijresmar.2023.03.001

DO - 10.1016/j.ijresmar.2023.03.001

M3 - Journal article

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