Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda
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Conclusion
In this article, we provided an overview of how GAI is transforming key areas and activities in marketing. We have focused our attention on the current top three marketing applications of GAI: personalization, insight generation and content creation. It should be noted that these uses are interrelated. For instance, insight generated by GAI can be used as a basis to develop better marketing content that enhances user engagement. Likewise, personalization is a key part of content creation.
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