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Leveraging AI for Content Generation: A Customer Equity Perspective

David A. Schweidel ^a

Martin Reisenbichler ^b

Thomas Reutterer ^b

Kunpeng Zhang ^c

^aEmory University, USA

^bVienna University of Economics and Business, Austria

^cUniversity of Maryland, USA

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.

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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

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Emerald Publishing Limited

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