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Journals
NIM Marketing Intelligence Review
Volume 16 (2024): Issue 1 (May 2024)
Open Access
Beyond the Buzz: Creating Marketing Value with Generative AI
Fabian Buder
Fabian Buder
,
Nina Hesel
Nina Hesel
and
Holger Dietrich
Holger Dietrich
| Apr 25, 2024
NIM Marketing Intelligence Review
Volume 16 (2024): Issue 1 (May 2024)
Generative AI – Reshaping the Marketing Landscape
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Published Online:
Apr 25, 2024
Page range:
50 - 55
DOI:
https://doi.org/10.2478/nimmir-2024-0008
Keywords
Generative AI
,
Marketing Automation
,
AI Adoption
,
AI Knowledge Gap
© 2024 Fabian Buder et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.
Fabian Buder
Nuremberg Institute for Market Decisions
Nuremberg, Germany
Nina Hesel
Nuremberg Institute for Market Decisions
Nuremberg, Germany
Holger Dietrich
Nuremberg Institute for Market Decisions
Nuremberg, Germany