Using Generative Artificial Intelligence in Marketing

Abstract

This thesis explores the integration of generative artificial intelligence within marketing practices. It defines generative artificial intelligence and its core technologies like natural language processing and deep learning.Furthermore, it introduce the most important milestones in history of artificial intelligence.In the third chapter, out thesis focuses on various use-cases of generative artificial intelligence in marketing, and how it can be employed for text generation (content creation, SEO optimization), video upscaling, virtual identity creation, and image generation. The chapter also discusses the potential of GAI involvement in marketing decision-making.Paper practically showcases the different outputs from available chosen AI models. The fourth chapter introduces the concept of prompt theory, focusing on frameworks fit for ChatGPT prompts. Following in-depth interviews with three marketing professionals. These interviews capture their perspectives on the opportunities and challenges associated with GAI adoption in marketing. Finally, we conclude the thesis by summarizing the key findings and discussing the potential future directions of GAI in the marketing landscape.