Exploring the Transformative Role of ChatGPT in Marketing

Abstract

Artificial intelligence (AI) and technology's possibilities and influence on marketing are crucial and well-known. ChatGPT is a new AI-powered technology that has caused a worldwide boom since its release, with substantial ramifications for all business practises. While acknowledging the growing body of work on ChatGPT, this study attempts to contribute to the ongoing debate by identifying the numerous prospects for employing ChatGPT as an enabler in marketing research and practise. It also highlights the difficulties associated with employing ChatGPT in marketing research. The chapter also discusses the potential for incorporating ChatGPT into other disciplines of marketing, including consumer behaviour, advertising, branding, and sales, as well as the practical consequences for managers. Finally, the chapter recognises the need for more study to better understand the scope of ChatGPT and offers a future research strategy. The chapter concludes by emphasising the significance of incorporating ChatGPT into marketing research and practises with human interaction.