UN 294 - IJRM. Marketing & Generative AI.

Up Next with Gabriella Mirabelli

In today’s podcast marketing expert Martin Schreier, Head of the Department of Marketing at WU Vienna and Editor in Chief of the International Journal of Research in Marketing, discusses the challenges and opportunities presented by generative AI in academic research and marketing. The discussion emphasizes the need for transparency, human involvement in the creative process, and a thoughtful approach to the evolving landscape of AI in both academia and marketing.

Key Points:

Transparency in AI: Generative AI holds great potential for research, however, it's crucial to be transparent when using it to uphold academic integrity.

Creativity and AI: Generative AI can help with idea generation and problem-solving in diverse fields, but human input remains vital for refining and implementing these ideas.

Democratizing Marketing: Generative AI can enable individuals and smaller entities to take part in marketing activities, fostering a more diverse and inclusive marketing landscape.

Societal and Economic Impact: Consideration should be given to the societal and economic impacts of a future where humans and AI collaborate to boost productivity and job satisfaction.