Integration of Large Language Models in Marketing and Business Processes

Abstract

This study focuses on the integration of Large Language Models (LLMs) in marketing and business processes, evaluating their efficacy in optimizing marketing strategies, enhancing consumer engagement, and the applicability of the systems. A risk analysis was conducted, and the ethical implications of using the models were identified. The objective was to analyse the benefits and deficits associated with LLMs, particularly ChatGPT, and to understand public and professional perceptions regarding their use in marketing.

A mixed-methods approach was employed, combining in-depth secondary research, qualitative interviews with industry professionals, and a quantitative questionnaire to gauge public perceptions of using AI in marketing. The findings reveal a general interest towards AI's role in marketing, with significant concerns about data privacy and deleterious economic shifts due to the technologies. The thesis concludes that while LLMs offer substantial advantages, particularly in business efficiency and customer personalisation, ethical considerations and regulatory measures are paramount for responsible implementation.