Can generative artificial intelligence help or hinder sustainable marketing? DOI Creative Commons
Breda McCarthy

Journal of Resilient Economies (ISSN 2653-1917), Journal Year: 2024, Volume and Issue: 4(2)

Published: Dec. 30, 2024

The consumption and production of household goods services is a significant contributor to climate change, which has led the rise more sustainable brands. aim this paper offer an analysis advantages, practical applications, limitations ethical risks GenAI within realm marketing. contributes literature since there scarcity scholarly research that explores what could mean for findings show double-edged sword: it potential foster creativity, support brand activism, increase public ‘green’ policies, improve efficiencies, however ‘ethics-washing’ harm Many countries have developed voluntary principles frameworks ensure AI practiced in safe responsible manner. A comprehensive classification these provided. Five key are summarised such as benefiting society, avoiding harm, autonomy, justice, explainability. concludes with recommendations bridging gap between practices context marketing, including selective disclosure, design inclusive chatbots, use visualizations achieve sustainability goals, third party certification schemes, training education. Recommendations future outlined.

Language: Английский

Artificial Intelligence and Food Processing Firms Productivity: Evidence from China DOI Open Access
Huanan Liu, Wang Yan,

Zhoufu Yan

et al.

Sustainability, Journal Year: 2024, Volume and Issue: 16(14), P. 5928 - 5928

Published: July 11, 2024

Amidst the tremendous evolution of digital economy and expedited establishment a new development paradigm, use artificial intelligence (AI) technologies holds significant importance in achieving superior economic development. While much previous research focused on macroeconomic impact AI, this study examined how AI technology affects food processing firm performance, productivity, labor skill structure at level. This utilized panel data from listed enterprises Shanghai Shenzhen spanning 2010 to 2021, performing textual analysis annual reports companies then creating enterprise-level indicators empirically examine influence applications enterprise performance its underlying mechanisms. The findings indicate substantial improvement business due application intelligence, which is conclusion corroborated through series stability tests. Exploring channels mechanisms, revealed that AI-driven advancements production stimulated requirement for highly skilled labor, thereby inducing shifts force’s structure. Further investigation demonstrated contributed enhancing total factor consequently bolstering overall performance. A heterogeneity showed firm-level factors, such as nature property rights intensity, had an In addition, geographic location time year company also impacts productivity benefits intelligence. deepened cognition understanding role played by process micro-enterprise level provided suggestions promoting level, will facilitate transformation further augment efficiency.

Language: Английский

Citations

4
Playing With Words DOI
José Fernández Cavía

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 20

Published: Jan. 31, 2025

Artificial Intelligence (AI) is a major driver of change in the advertising industry. Its impact has recently extended to creative process within agencies through implementation Generative AI (GenAI) tools for producing images and texts. Advertising copywriters are beginning incorporate GenAI into their daily work, but there still few studies on how they use them. This research addresses this gap an exploratory study 20 questionnaires in-depth interviews with professionals working Spain. Results show that currently viewed by as complementary tool, particularly searching information generating new ideas, not much writing itself. The main perceived disadvantages lack creativity quality texts capable producing. Moreover, often do formally train employees copywriting, generally strategic approach leveraging these technological advances.

Language: Английский

Citations

0
AI in Marketing Management: Executive Perspectives from Companies DOI Creative Commons
Luis-Alfonso Maldonado-Canca, Juan-Pedro Cabrera-Sánchez, Eva María González Robles

et al.

Marketing and Management of Innovations, Journal Year: 2024, Volume and Issue: 15(4), P. 42 - 55

Published: Jan. 1, 2024

The integration of artificial intelligence (AI) in marketing and business communication is transforming corporate strategies, offering significant opportunities while presenting notable challenges. This study examines the factors influencing AI adoption by companies, focusing on perspectives CEOs. Using a survey 409 senior executives from Spanish firms, this research develops an advanced framework based unified theory acceptance use technology (UTAUT), enriched with additional constructs.The findings reveal that effort expectancy facilitating conditions are critical drivers adoption. aversion, reflecting concerns about distrust, complexity, ethical risks, emerges as barrier, particularly for CEOs smaller where its impact notably stronger. Relative advantage perceived value also influence intentions, albeit to lesser degree, indicating benefits tangible outcomes improving processes such segmentation, automation, predictive analytics. Key differences arise between companies varying revenue sizes: firms exhibit greater aversion AI, whereas larger organisations focus maximizing their strategic drive innovation. These insights highlight importance tailored approaches, financial incentives, pilot programs, targeted training, reduce encourage across diverse organizational contexts. contributes academic discourse extending UTAUT address emerging challenges Practically, it provides actionable strategies leaders human-centric technological barriers, fostering more efficient data-driven process. By comprehensive understanding enablers barriers adoption, equips harness AI’s full potential, enhancing competitive increasingly digital landscape.

Language: Английский

Citations

2
Big data analytics democratized with clean collaboration and customer privacy choice DOI
Koen Pauwels,

Zeynep Aksehirli

Journal of Business Research, Journal Year: 2024, Volume and Issue: 188, P. 115112 - 115112

Published: Nov. 30, 2024

Language: Английский

Citations

1
Unveiling the path to innovation: Exploring the roles of big data analytics management capabilities, strategic agility, and strategic alignment DOI Creative Commons
Zahid Sarwar, Zhihong Song, Syed Tauseef Ali

et al.

Journal of Innovation & Knowledge, Journal Year: 2024, Volume and Issue: 10(1), P. 100643 - 100643

Published: Dec. 14, 2024

Language: Английский

Citations

1
Reassessing the Constructs Related to Technology Adoption Theories in the Global Marketing Domain in Light of the Emergence of GenAI DOI
Demetris Vrontis, Ranjan Chaudhuri, Sheshadri Chatterjee

et al.

Journal of Global Marketing, Journal Year: 2024, Volume and Issue: 37(5), P. 357 - 378

Published: Oct. 9, 2024

The purpose of this study is to understand the opportunities and challenges for global marketing field due emergence generative artificial intelligence need reassess constructs related technology adoption theories. Given that so recent, there a investigate aspect. This explores influence AI on various from ten theories, models, approaches as they relate domain. research excludes other psychological cross-cultural theories unique its wide range implications toward in initiatives because GenAI can assess consumer sentiment, which helps marketers make accurate decisions.

Language: Английский

Citations

0
Untact, Immersive, and Hyperpersonalized DOI
Pratik More,

Sneha Sapre

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 287 - 314

Published: Dec. 13, 2024

The advertising industry has seen a lot of changes and innovations, most these can be attributed to hyperpersonalization futuristic technologies such as AI, blockchain, augmented reality (AR) among other. This chapter assesses the transformation from traditional mass marketing products services modern data-centric customized advertisements that appeal an individual's preferences, behavioral biases feelings. As businesses take control AI machine learning in real time optimization advertisement delivery, ethical issues around privacy, use data transparency become vital. looks at emerging trends immersive metaverse short-form video ads, discusses impact location-based (LBA) on consumer engagement. Hyperpersonalization will offers opportunities for brands, but solving trust regulatory compliance remains challenge. seeks provide insights into balancing innovation with practices future.

Language: Английский

Citations

0
Can generative artificial intelligence help or hinder sustainable marketing? DOI Creative Commons
Breda McCarthy

Journal of Resilient Economies (ISSN 2653-1917), Journal Year: 2024, Volume and Issue: 4(2)

Published: Dec. 30, 2024

The consumption and production of household goods services is a significant contributor to climate change, which has led the rise more sustainable brands. aim this paper offer an analysis advantages, practical applications, limitations ethical risks GenAI within realm marketing. contributes literature since there scarcity scholarly research that explores what could mean for findings show double-edged sword: it potential foster creativity, support brand activism, increase public ‘green’ policies, improve efficiencies, however ‘ethics-washing’ harm Many countries have developed voluntary principles frameworks ensure AI practiced in safe responsible manner. A comprehensive classification these provided. Five key are summarised such as benefiting society, avoiding harm, autonomy, justice, explainability. concludes with recommendations bridging gap between practices context marketing, including selective disclosure, design inclusive chatbots, use visualizations achieve sustainability goals, third party certification schemes, training education. Recommendations future outlined.

Language: Английский

Citations

0