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Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing
Journal of Cultural Marketing Strategy,
8
(2),
134-150
(2024)
Abstract
Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.
Keywords: GenAI; predictive analytics; deep learning; machine learning; customisation; personalised experience
The full article is available to subscribers to the journal.
Author's Biography
Pooja Jain is an expert in the field of generative artificial intelligence. She works at Google as a subject matter specialist in prompt engineering, prompt designing, artificial intelligence and other related areas. She holds a master’s degree from the University of California, Berkeley. She is regularly invited to speak about artificial intelligence at international forums, conferences and sessions.
Pranjal Jain is an avid researcher and scholar in the domain of marketing and management. He is currently pursuing a PhD at Lovely Professional University. He has previously obtained an MBA and BCom (Hons), and pursued specialisation in organisational analysis at Stanford Graduate School of Education. He is certified as a Chartered Accountant (CA) by the Institute of Chartered Accountants of India and a Company Secretary (CS) by the Institute of Chartered Secretaries of India.
Anju Jain is a professor at the University of Delhi, where she has worked for more than 35 years. Her expertise revolves around marketing, management and commerce disciplines. Her qualifications include a PhD, LLM, LLB, MCom and BCom (Hons). Her research has been published in various academic journals and books, and she has guest edited multiple top journals.
