How generative AI Is shaping the future of marketing
提出一个四象限框架，帮助营销人员、研究者和政策制定者理解生成式AI在内容创作、客户互动和产品开发中的潜力与局限，并指导其采用与实施。
Abstract Generative AI (Gen AI) is shaping the future of marketing. In the next decade, Gen AI will influence how marketers interact and communicate with customers, help create and deliver marketing content (text, images, and video), and inform methods for researching and developing new products and services. In both service and sales settings, Gen AI will affect customers directly and significantly. Therefore, marketers, researchers, and public policy makers require a clear understanding of Gen AI and its potential, as well as its limitations. To assist marketers in thinking through the adoption and implementation of Gen AI, the current article presents a four-quadrant organizing framework that highlights trade-offs in both the nature of Gen AI inputs and the extent of human augmentation needed to deliver Gen AI–generated outputs. This framework provides guidance for the selection and implementation of Gen AI tools, as well as recommendations for further research.