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Using generative AI to turbocharge digital marketing
Applied Marketing Analytics: The Peer-Reviewed Journal,
9
(3),
270-280
(2023)
Abstract
AI has been used in marketing for some time to enable better targeting and optimisation of messages, but some of the benefits of these approaches have been limited by the ability to create personalised content at scale and the ability to measure the effectiveness of this content in a structured way. Generative AI offers a way to address these challenges and to facilitate integrations that make it easier to execute and measure marketing in a fragmented ecosystem. However, the technology presents a series of technical, privacy and copyright challenges that organisations will need to overcome in order to use it effectively.
Keywords: generative AI; OpenAI; digital marketing; GDPR; LLMs; privacy; personalisation
The full article is available to subscribers to the journal.
Author's Biography
Ian Thomas cofounded one of the industry's first Web analytics firms and has held senior data leadership roles for Microsoft, Publicis Groupe and Omnicom. He has managed some of the world's largest and most complex datasets and built effective cross-functional teams to bring data to life. He now spends time working with CDOs and other senior data leaders to help them transform the value they derive from their investments in data, analytics and AI.
Citation
Thomas, Ian (2023, December 1). Using generative AI to turbocharge digital marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 3. https://doi.org/10.69554/DXFN2668.
© Henry Stewart
Publications LLP
Publications LLP