Leveraging AI for Content Generation: A Customer Equity Perspective
Artificial Intelligence in Marketing
ISBN: 978-1-80262-876-0, eISBN: 978-1-80262-875-3
Publication date: 13 March 2023
Abstract
Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then discuss the potential applications of automated content generation for customer acquisition, relationship development, and customer retention. We conclude by discussing important considerations that businesses must make prior to adopting automated content generation.
Keywords
Citation
Schweidel, D.A., Reisenbichler, M., Reutterer, T. and Zhang, K. (2023), "Leveraging AI for Content Generation: A Customer Equity Perspective", Sudhir, K. and Toubia, O. (Ed.) Artificial Intelligence in Marketing (Review of Marketing Research, Vol. 20), Emerald Publishing Limited, Leeds, pp. 125-145. https://doi.org/10.1108/S1548-643520230000020006
Publisher
:Emerald Publishing Limited
Copyright © 2023 David A. Schweidel, Martin Reisenbichler, Thomas Reutterer and Kunpeng Zhang. Published under exclusive licence by Emerald Publishing Limited