Publications
Generative AI for Marketing Content Creation: New Rules for an Old Game
DownloadHeitmann, M. (2024). Generative AI for Marketing Content Creation: New Rules for an Old Game. NIM Marketing Intelligence Review, 16(1) 10-17. https://doi.org/10.2478/nimmir-2024-0002
2024
Generative AI for Marketing Content Creation: New Rules for an Old Game
Abstract:
Finding the right content determines success in diverse marketing activities and functions. The trade-off between quantity and quality of content defines the productivity frontier of marketing. Every organization has limits to how much content it can produce. Expanding quantity comes at the expense of quality and vice versa. With GenAI, this trade-off suddenly breaks down and the frontier of content quantity and quality continues to expand. Three main avenues emerge: driving quantity without compromising quality, driving quality without reducing quantity and driving both quantity and quality simultaneously. Navigating in this new field is tricky and comes with diverse challenges. Marketers need to experiment with AI tools and regularly adapt organizational structure and roles. Harvesting the true power of GenAI often entails exposing models to company-specific data and then fine-tuning these for the desired objectives. With open mindsets, strong learning interest and the ability to see beyond the horizon, marketers have much to gain in both efficiency and effectiveness.
Other articles of the MIR issue “Generative AI - Reshaping the Marketing Landscape”
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