AI-Generated Content, Creative Freelance Work and Hospitality and Tourism Marketing

Abstract

Powerful new AI models such as OpenAI’s DALL-E 2 or GPT-3 afford creative freelancers as well as hospitality and tourism SMEs new ways of generating and using creative content for marketing purposes. However, given AI’s rapid development, little is known about the current and potential future applications and implications of AI-generated content on the key stakeholders involved in hospitality and tourism marketing management. This conceptual research note presents preliminary ideas from an ongoing research project. Examples of AI models used for marketing content generation are reviewed and potential implications for hospitality and tourism marketing management are discussed from an e-tourism research point of view.