Promising research directions of generative artificial intelligence in marketing

Abstract

Intelligent chatbots based on generative artificial intelligence represent a new class of artificial intelligence systems architecturally built on the principles of large-scale deep learning models and then trained on unstructured data sets (texts and images) collected from the Internet, which cover a variety of topics. Currently, the capabilities of generative models are becoming available and in demand among specialists in various professions, including marketing. We reviewed the works on the use of generative artificial intelligence in marketing, formulated methodological issues to substantiate the directions of prospective research in this area, presented a general concept of research with the allocation of the object, subject, goals and objectives of the study. The directions of practical use of various models of generative artificial intelligence for solving applied problems of marketing research are shown. We performed empirical studies are related to the solution of typical problems arising in the course of marketing research using the capabilities of generative artificial intelligence. The obtained results show that modern GenAI systems, including ChatGPT and YaGPT, can be effectively used to generate draft versions of questions for a survey questionnaire and for automated creation of a customer journey map draft. The obtained results can be used in a real project after confirmation by a person having the necessary competencies in the marketing.