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

Mark Heitmann

Mark Heitmann

Professor of Marketing & Customer Insight, University of Hamburg and Adjunct, Professor of Marketing at NOVA School of Business and EconomicsLisbon,
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Heitmann, Mark
  
Apr 25, 2024
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Published Online: Apr 25, 2024
Page range: 10 - 17
DOI: https://doi.org/10.2478/nimmir-2024-0002
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© 2024 Mark Heitmann, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

FIGURE 1

Shifting the productivity frontier of marketing content creation with GenAI
Shifting the productivity frontier of marketing content creation with GenAI
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FIGURE 2

Generating effective ads: Actual ads and AI-generated ads for Polestar 3 used in the study
Generating effective ads: Actual ads and AI-generated ads for Polestar 3 used in the study

FIGURE 3

Performance of actual ads compared to AI-generated ads
Performance of actual ads compared to AI-generated ads
Language:
English
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2 times per year
Journal Subjects:
Business and Economics, Political Economics, Public Finance and Fiscal Theory, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Management, other
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