The Fusion of Creativity and Technology: Generative Artificial Intelligence Tools for Marketing
Adelakun, Bayonle (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121236390
https://urn.fi/URN:NBN:fi:amk-2023121236390
Tiivistelmä
The purpose of this thesis was to investigate the efficacy of Generative Artificial Intelligence (GAI) tools for marketing and sales functions in cooperation with Bazar Helsinki. One objective was to study the extent to which GAI tools promote or hinder authenticity and creativity in busi-ness communication. Another objective was to provide instruction and methodologies to augment ChatGPT- a Large Language Model (LLM), released by OpenAI in late 2022, to generate more creative and valuable outputs.
The theoretical framework was based on literature about how the field of business communication and technology interact, citing leading authors and researchers in the fields of corporate communications and NLP output augmentation, including Jason Wei & al (2023), Bang Yejin & al. (2023), Cardon Peter & al. (2023) and Kanbach Dominik & al (2023).
This study was conducted in collaboration with Bazar Helsinki, using interviews conducted with the Artistic Director and CEO to identify staff thoughts and opinions on the adoption of GAI in marketing and sales functions.
The findings indicated that ChatGPT and other LLMs can be useful for creativity augmentation and offering productivity improvements for text generation and analysis. ChatGPT as a tool, can foster creativity by offering diversity, inspiration, and efficiency to the generation of marketing content. Yet, developing AI literacy is necessary to ensure that these technologies are managed in a way that produces authentic and valuable results.
In conclusion, ChatGPT and other LMM tools have the potential to revolutionize aspects of content generation in marketing, but their integration requires employee training and investment. The most useful method to augment output quality is to introduce a combination of prompt engineer-ing and retrieval augmented generation (RAG) techniques, as these have been shown to improve generation quality.
The theoretical framework was based on literature about how the field of business communication and technology interact, citing leading authors and researchers in the fields of corporate communications and NLP output augmentation, including Jason Wei & al (2023), Bang Yejin & al. (2023), Cardon Peter & al. (2023) and Kanbach Dominik & al (2023).
This study was conducted in collaboration with Bazar Helsinki, using interviews conducted with the Artistic Director and CEO to identify staff thoughts and opinions on the adoption of GAI in marketing and sales functions.
The findings indicated that ChatGPT and other LLMs can be useful for creativity augmentation and offering productivity improvements for text generation and analysis. ChatGPT as a tool, can foster creativity by offering diversity, inspiration, and efficiency to the generation of marketing content. Yet, developing AI literacy is necessary to ensure that these technologies are managed in a way that produces authentic and valuable results.
In conclusion, ChatGPT and other LMM tools have the potential to revolutionize aspects of content generation in marketing, but their integration requires employee training and investment. The most useful method to augment output quality is to introduce a combination of prompt engineer-ing and retrieval augmented generation (RAG) techniques, as these have been shown to improve generation quality.