Market Trends
Abstract
Nowadays, we are witnessing the exponential growth of research-highlight">Generative AI (GenAI), a group of AI models designed to produce new content. This technology is poised to revolutionize research-highlight">marketing research and practice. Since the research-highlight">marketing literature about GenAI is still in its infancy, we offer a technical overview of how GenAI models are trained and how they produce content. Following this, we construct a research-highlight">roadmap for future research on GenAI in research-highlight">marketing, divided into two main domains. The first domain focuses on how firms can harness the potential of GenAI throughout the research-highlight">innovation process. We begin by discussing how GenAI changes consumer behavior and propose research questions at the consumer level. We then connect these emerging consumer insights with corresponding firm research-highlight">marketing strategies, presenting research questions at the firm level. The second set of research questions examines the likely consequences of using GenAI to analyze: (1) the relationship between market-based assets and firm value, and (2) consumer skills, preferences, and role in research-highlight">marketing research-highlight">processes.
Academic Publication Generative AI in innovation and marketing processes: A roadmap of research opportunities
Research Abstract & Technology Focus
Commercial Realization
Startups and Open Source tools heavily associated with the concepts explored in this paper.
-
GitHubLeoYeAI/openclaw-master-skills
-
Product HuntGauge
-
Product HuntShowcasePro