Publications

Download

Beyond the Buzz: Creating Marketing Value with Generative AI

Download
Suggested Citation

Buder, F., Hesel, N., & Dietrich, H. (2024). Beyond the Buzz: Creating Marketing Value with Generative AI. NIM Marketing Intelligence Review, 16(1) 50-55. https://doi.org/10.2478/nimmir-2024-0008

Year

2024

Publication title
Beyond the Buzz: Creating Marketing Value with Generative AI
Publication
NIM Marketing Intelligence Review
Download

Beyond the Buzz: Creating Marketing Value with Generative AI

Keywords: Generative AI, Marketing Automation, AI Adoption, AI Knowledge Gap

Abstract:
A study by the Nuremberg Institute for Market Decisions (NIM) examines the actual usage and perception of generative AI tools among B2C marketing professionals. In the rapidly evolving world of marketing, generative AI tools have already become a staple. Every marketing professional interviewed was already using generative AI, at least to some degree. The responses revealed a strong consensus that generative AI will significantly improve marketing activities, with almost two-thirds of those interviewed predicting a substantial improvement. Heavy users found that generative AI excels at saving time and significantly accelerating market research and content creation tasks. Moreover, AI is being recognized for not only ist speed but also ist potential to improve the quality of marketing output. Marketers should embrace the practical uses of AI in their strategies while being mindful of ist limitations and the challenges of integrating it both at the user and organizational levels.

Share Publication

Other articles of the MIR issue “Generative AI - Reshaping the Marketing Landscape”

Here you can find more exciting articles of this issue.

To the entire issue

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

With GenAI marketers can explore a broader solution space than previously conceivable.

Read more

Beyond Prompt Engineering: Skills Marketers Need to Successfully Deploy Generative AI

To fully reap the rewards of GenAI, managers must cultivate a suite of complementary skills.

Read more

Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts

AI is a tool that can boost productivity and performance, but it requires human oversight.

Read more

From Mundane to Creative: How AI Unburdens Sales Agents

AI assistance can enhance creativity and productivity, but its impact is skill-biased.

Read more

Double Impact: Harnessing Generative and Evaluative AIs for Effective Marketing Decisions

A holistic and sustainable implementation of AI in businesses requires both generative and predictive AI.

Read more

Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics

A holistic and sustainable implementation of AI in businesses requires both generative and predictive AI.

Read more

Interview: One-Stop Campaigns - How Generative AI Is Transforming Digital Advertising

Interview with Adam Singolda, Founder and CEO of Taboola

Read more
Scroll to top