Leveraging Generative AI in Marketing, E-commerce and Communication

Abstract

Generative artificial intelligence was examined as a means to enhance various business functions within Asiakastieto, a leading provider of business and consumer information in Finland and a part of Enento Group. The purpose was to explore how generative AI can be strategically integrated into Asiakastieto´s Marketing, communication and E-commerce teams to enhance their operational efficacy while staying aligned with the company’s core values of trust, innovation and data-driven services. A mixed-method approach was implemented, majority of information was derived from a variety of recent academic and industry literature with qualitative interviews conducted with team members of Asiakastietos marketing, PR and E-commerce departments. In parallel, comparative analysis of utility and sustainability of major artificial intelligence platforms were carried out. Tailored prompts were developed and tested to assess AI effectiveness across teams, leading to a framework of multiple tested prompts that can be utilized as the baseline of prompt creation across Asiakastietos; Marketing, communication and E-commerce teams. The key findings indicate considerable potential in automating repetitive tasks, generating high quality content and improving customer engagement through data-informed automation, highlighting the long-term potential of generative AI as a tool of innovation. Despite these advantages generative artificial intelligence shows limitations that require human oversight, ethical and data privacy compliance concerns were identified. Leading to the conclusion of recommending a hybrid approach in Artificial Intelligence application; AI-driven productivity paired with human creativity and ethical/strategic alignment.