The European Marketing Academy (EMAC) reposted this
The EMAC Special Interest Group (SIG) on Digital Marketing is thrilled to continue our online seminar series! 🎤 On December 3rd, we welcome David Schweidel from Emory University, who will delve into the transformative impact of Generative AI in Marketing. Whether you’re a scholar, student, or industry professional, this talk promises valuable insights into how AI is reshaping the marketing landscape. The abstract of this talk can be found below! 🚀 The talk is open to all! Join us and gain fresh perspectives on the future of marketing. 📅 Date: December 3rd 📍 Location: Online via Zoom For access, please join our LinkedIn group and get the Zoom link: https://lnkd.in/eqRgvgS Hope to see you all on December 3rd! Generative AI in Marketing: Opportunities and Risks While there is considerable interest in generative AI, questions still remain as to how marketers can take advantage of the emerging technology and the challenges that they face in doing so. In these two projects, we demonstrate the risks that marketers face, as well as the opportunities that generative AI affords. Focusing on the creation of visual content, I first present research demonstrating an automated workflow that makes use of consumer perceptions and existing ad content to produce new visual content for online display advertising that has been found to outperform the ad content used by brands. In the second study, we examine consumer perceptions related to the mimicking of artistic styles through generative AI and their views on artist compensation. Combining deep learning models and conjoint analysis, we demonstrate that invoking artists’ styles improves perceptions of the art and willingness to pay. We also find that willingness to pay is affected by how contributing artists will be compensated.