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Opinion/Comment

To ChatGPT or not to ChatGPT: A note to marketing executives

Jacques Bughin
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (2), 110-116 (2023)
https://doi.org/10.69554/QJWB6710

Abstract

Generative AI technologies have taken the world by storm recently, and are quickly invading the sphere of enterprise, especially in sales and marketing functions. Various stages of the evolution of AI, and what makes generative AI a possible breakthrough, with a variety of examples in the context of marketing, are discussed in this paper. Caution, however, should be adopted when using generative AI technology, even if competition is frantically adopting this technology and claims great success in using generative AI. In this paper five questions are proposed that should serve as an acid test on what posture marketing executives should adopt when using these new, powerful AI technologies.

Keywords: generative AI; neuronal AI; neurosymbolic AI; ChatGPT; generative AI marketing

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Author's Biography

Jacques Bughin is CEO of MachaonAdvisory, a boutique management advisory firm. He was previously a senior partner at McKinsey & Company. He also teaches business strategy at the Solvay Brussels School of Economics and Management and is a senior advisor at the venture capital/private equity firms, Fortino Capital and Antler. In addition, he is an international Board member and an advisor to Accenture Research, the UN and the Portulans Institute. He has published research in the Harvard Business Review, Massachusetts Institute of Technology Sloan Management Review, Management Science, Omega, Institute of Electrical and Electronics Engineering and in Applied Marketing Analytics, among others.

Citation

Bughin, Jacques (2023, October 1). To ChatGPT or not to ChatGPT: A note to marketing executives. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 2. https://doi.org/10.69554/QJWB6710.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 2
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