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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
Correlated Market Trend: Affiliate Marketing
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Generative AI in innovation and marketing processes: A roadmap of research opportunities
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What is the core focus of the research titled 'Generative AI in innovation and marketing processes: A roadmap of research opportunities'?
This literature focuses on: Abstract Nowadays, we are witnessing the exponential growth of Generative AI (GenAI), a group of AI models designed to produce new content. This technology is poised to revolutionize marketing research and practice. Since the marketing l...
Are there open-source GitHub repositories related to Generative AI in innovation and marketing processes: A roadmap of research opportunities?
Yes, open-source projects like LeoYeAI/openclaw-master-skills (🧠Curated collection of 339+ best OpenClaw skills — weekly updated by MyClaw.ai from ClawHub, GitHub & community. AI, productivity, dev, marketing...) are actively building upon these concepts.
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What other academic literature is closely related to 'Generative AI in innovation and marketing processes: A roadmap of research opportunities'?
Yes, highly correlated activity was mapped. An entry titled 'Generative AI in innovation and marketing processes: A roadmap of research opportunities' discusses this: Abstract Nowadays, we are witnessing the exponential growth of Generative AI (GenAI), a group of AI models designed to produce new conten...
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