Generative AI: the transformation of marketing

Key insights during lunch break

14th of May 2024 at 1 p.m. CET (online)

A NIM Insights Lunch was held online on Tuesday, 14 May 2024 at 13:00 on the topic of our current issue of the NIM Marketing Intelligence Review ‘Generative AI - the transformation of marketing’.

New technologies such as GPT-4, Midjourney and Claude AI chatbots have taken the user world by storm - with consequences for all brand communication. Generative AI helps sales employees to organise everyday tasks more efficiently. AI enables automated analyses of customer data, provides in-depth insights into customer behaviour and simulates market reactions to alternative marketing campaigns.

At this NIM Insights Lunch, the focus was on AI applications in advertising, search engine marketing and sales - and how the new technologies can be ‘prompted’ and effectively trained for individual marketing goals.

Mark Heitmann, guest editor of the  NIM Marketing Intelligence Review "Generative KI – Die Transformation des Marketings" and Professor of Marketing & Customer Insight at the University of Hamburg, summarised the most exciting findings from the issue. This lecture was held in German language.