Generative AI and Usage in Marketing Classroom
Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We d...
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| Autor*in: |
Ding, Min [verfasserIn] Dong, Songting [verfasserIn] Grewal, Rajdeep [verfasserIn] |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2024 |
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| Schlagwörter: |
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| Anmerkung: |
© The Author(s) 2024 |
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| Übergeordnetes Werk: |
Enthalten in: Customer needs and solutions - Springer US, 2014, 11(2024), 1 vom: 07. Mai |
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| Übergeordnetes Werk: |
volume:11 ; year:2024 ; number:1 ; day:07 ; month:05 |
| Links: |
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| DOI / URN: |
10.1007/s40547-024-00145-2 |
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| Katalog-ID: |
SPR055777473 |
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| 520 | |a Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. | ||
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10.1007/s40547-024-00145-2 doi (DE-627)SPR055777473 (SPR)s40547-024-00145-2-e DE-627 ger DE-627 rakwb eng 330 VZ Ding, Min verfasserin aut Generative AI and Usage in Marketing Classroom 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s) 2024 Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. Generative AI (GenAI) (dpeaa)DE-He213 AI in marketing (dpeaa)DE-He213 AI in education (dpeaa)DE-He213 Marketing education (dpeaa)DE-He213 Dong, Songting verfasserin (orcid)0000-0002-5321-7233 aut Grewal, Rajdeep verfasserin aut Enthalten in Customer needs and solutions Springer US, 2014 11(2024), 1 vom: 07. Mai (DE-627)780901495 (DE-600)2762326-9 2196-2928 nnns volume:11 year:2024 number:1 day:07 month:05 https://dx.doi.org/10.1007/s40547-024-00145-2 X:SPRINGER Resolving-System kostenfrei Volltext SYSFLAG_0 GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 11 2024 1 07 05 |
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10.1007/s40547-024-00145-2 doi (DE-627)SPR055777473 (SPR)s40547-024-00145-2-e DE-627 ger DE-627 rakwb eng 330 VZ Ding, Min verfasserin aut Generative AI and Usage in Marketing Classroom 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s) 2024 Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. Generative AI (GenAI) (dpeaa)DE-He213 AI in marketing (dpeaa)DE-He213 AI in education (dpeaa)DE-He213 Marketing education (dpeaa)DE-He213 Dong, Songting verfasserin (orcid)0000-0002-5321-7233 aut Grewal, Rajdeep verfasserin aut Enthalten in Customer needs and solutions Springer US, 2014 11(2024), 1 vom: 07. Mai (DE-627)780901495 (DE-600)2762326-9 2196-2928 nnns volume:11 year:2024 number:1 day:07 month:05 https://dx.doi.org/10.1007/s40547-024-00145-2 X:SPRINGER Resolving-System kostenfrei Volltext SYSFLAG_0 GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 11 2024 1 07 05 |
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10.1007/s40547-024-00145-2 doi (DE-627)SPR055777473 (SPR)s40547-024-00145-2-e DE-627 ger DE-627 rakwb eng 330 VZ Ding, Min verfasserin aut Generative AI and Usage in Marketing Classroom 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s) 2024 Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. Generative AI (GenAI) (dpeaa)DE-He213 AI in marketing (dpeaa)DE-He213 AI in education (dpeaa)DE-He213 Marketing education (dpeaa)DE-He213 Dong, Songting verfasserin (orcid)0000-0002-5321-7233 aut Grewal, Rajdeep verfasserin aut Enthalten in Customer needs and solutions Springer US, 2014 11(2024), 1 vom: 07. Mai (DE-627)780901495 (DE-600)2762326-9 2196-2928 nnns volume:11 year:2024 number:1 day:07 month:05 https://dx.doi.org/10.1007/s40547-024-00145-2 X:SPRINGER Resolving-System kostenfrei Volltext SYSFLAG_0 GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 11 2024 1 07 05 |
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10.1007/s40547-024-00145-2 doi (DE-627)SPR055777473 (SPR)s40547-024-00145-2-e DE-627 ger DE-627 rakwb eng 330 VZ Ding, Min verfasserin aut Generative AI and Usage in Marketing Classroom 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © The Author(s) 2024 Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. Generative AI (GenAI) (dpeaa)DE-He213 AI in marketing (dpeaa)DE-He213 AI in education (dpeaa)DE-He213 Marketing education (dpeaa)DE-He213 Dong, Songting verfasserin (orcid)0000-0002-5321-7233 aut Grewal, Rajdeep verfasserin aut Enthalten in Customer needs and solutions Springer US, 2014 11(2024), 1 vom: 07. Mai (DE-627)780901495 (DE-600)2762326-9 2196-2928 nnns volume:11 year:2024 number:1 day:07 month:05 https://dx.doi.org/10.1007/s40547-024-00145-2 X:SPRINGER Resolving-System kostenfrei Volltext SYSFLAG_0 GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 11 2024 1 07 05 |
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Generative AI and Usage in Marketing Classroom |
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Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. © The Author(s) 2024 |
| abstractGer |
Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. © The Author(s) 2024 |
| abstract_unstemmed |
Abstract This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering. Building on this foundation, we explore popular GenAI platforms and models that are relevant to marketing, focusing on their key features and capabilities. We then assess the practical applications of GenAI in marketing tasks and educational settings, considering its utility in tasks such as providing information, extracting data, generating content, conducting simulations, and performing data analysis. By examining these areas, this paper demonstrates the integral role of GenAI in reshaping both marketing strategies and teaching methodologies and argues for its adoption as a critical resource for forward-thinking marketers and educators. © The Author(s) 2024 |
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Generative AI and Usage in Marketing Classroom |
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https://dx.doi.org/10.1007/s40547-024-00145-2 |
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| author2 |
Dong, Songting Grewal, Rajdeep |
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Dong, Songting Grewal, Rajdeep |
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| doi_str |
10.1007/s40547-024-00145-2 |
| up_date |
2024-07-03T17:56:25.685Z |
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1803581533130326016 |
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