NIM Marketing Intelligence Review

Generative AI - Reshaping the Marketing Landscape

At its core, generative AI excels at highly efficient and highly customized content creation. It can generate compelling copy, blog posts, marketing images or designs that engage customers in novel and captivating ways. These developments have the potential to disrupt entire value chains of creative marketing. In this issue, leading researchers discuss these opportunities and challenges. They cover applications in advertising, search engine marketing and sales. They delve into how technologies can be prompted, combined and effectively trained for individual marketing objectives. This is complemented by industry insights, including the view of Taboola’s CEO Adam Singolda on Generative AI in online advertising and publishing.

Content Creation AI-Support Prompt Engineering Large Language Models Marketing Productivity
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Guest Editors

  • Mark Heitmann, Professor of Marketing & Customer Insight, Hamburg University

Issue Contents

Generative AI for Marketing Content Creation: New Rules for an Old Game

With GenAI marketers can explore a broader solution space than previously conceivable.

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Beyond Prompt Engineering: Skills Marketers Need to Successfully Deploy Generative AI

To fully reap the rewards of GenAI, managers must cultivate a suite of complementary skills.

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Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts

AI is a tool that can boost productivity and performance, but it requires human oversight.

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From Mundane to Creative: How AI Unburdens Sales Agents

AI assistance can enhance creativity and productivity, but its impact is skill-biased.

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Double Impact: Harnessing Generative and Evaluative AIs for Effective Marketing Decisions

A holistic and sustainable implementation of AI in businesses requires both generative and predictive AI.

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Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics

A holistic and sustainable implementation of AI in businesses requires both generative and predictive AI.

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Beyond the Buzz: Creating Marketing Value with Generative AI

A study among marketing professionals revealed a strong consensus that generative AI will significantly improve marketing activities.

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Interview: One-Stop Campaigns - How Generative AI Is Transforming Digital Advertising

Interview with Adam Singolda, Founder and CEO of Taboola

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