The Potential Benefits and Challenges of Adopting AI-tools such as ChatGPT in Marketing Communications and Search Engine Optimization

Abstract

This thesis explores the potential benefits and challenges of integrating AI-tools such as ChatGPT into marketing communications and search engine optimization (SEO), addressing the increasing importance of AI-driven tools in these fields. The research aims to provide valuable insights into leveraging ChatGPT effectively while considering broader implications for businesses. The study examines potential challenges and limitations organizations may face when integrating this technology into their marketing communications and SEO activities. The study includes semi-structured interviews with experienced marketing and SEO professionals, with thematic analysis employed to extract key insights. Six experts were interviewed to gather diverse perspectives from the field. Results indicate that ChatGPT offers transformative benefits for marketers, enabling enhanced creativity, efficiency, and customer engagement. However, challenges such as maintaining content quality, addressing ethical dilemmas, and ensuring data privacy remain significant concerns. The study identifies future trends focusing on a customer-centric approach, increased automation, and adaptation to emerging technologies. It also underscores the importance of addressing the challenges while harnessing AI's potential to foster sustainable growth and success in the digital realm. Through careful consideration and proactive strategies, businesses can harness the transformative power of AI to stay competitive in the evolving marketing and SEO landscape.