Publications Repository - Gdańsk University of Technology

The use of AI-based solutions is currently discussed in relation to various industries. The proliferation of tools based on generative artificial intelligence (GAI), including the emergence of ChatGPT, has resulted in testing as a first step and implementations in further areas of business life, including marketing, as a second step. Still only a few studies have analysed and evaluated specific solutions for different areas of marketing, including advert design. In order to fill this gap, areas where GAI and ChatGPT are used during the various stages of creating a digital advertising campaign have been identified. Therefore, the aim of this paper is to investigate the impact of GAI and ChatGPT on theory and practice on different stages of the digital advertising campaign building process. This objective is followed by a research question: how can marketers use GAI and ChatGPT to create an effective digital advertising campaign? The process of building a digital advertising campaign should be considered and analysed in terms of the impact of using GAI and ChatGPT technology and, at the same time, the role played by marketers at each stage and their contribution to this process in collaboration with GAI-based tools. This article is intended as a preliminary exploration of the impact of using GAI and ChatGPT on the digital marketing campaign building process. Therefore, the methodology applied includes critical literature analysis, secondary data analysis and individual in depth interview (IDI) with an expert (CEO of a creative agency). This represents a first step in the study, to be followed by in-depth empirical research (qualitative as well as quantitative) to verify and develop the conclusions drawn. The article analyses the impact of using generative AI and ChatGPT on the process of creating an advertising campaign in digital media from a theoretical and practical point of view. Theoretical and managerial implications are also presented.

Authors

• dr hab. Edyta Gołąb-Andrzejak link open in new tab