Mastering Marketing Data Science

CHAPTER 12Generative Artificial Intelligence and Its Applications in Marketing

12.1 INTRODUCTION

Artificial intelligence (AI) is a broad field that encompasses various subfields, such as machine learning, computer vision, natural language processing, and more. Among these subfields, generative AI is one of the most exciting and innovative areas of research and development. Generative AI refers to algorithms that can generate new data samples based on a given dataset, such as images, text, audio, or video. These algorithms can learn from existing data and create novel and realistic content that mimics the original data distribution (Goodfellow et al., 2014).

Generative AI has many potential applications across different domains and industries, such as art, entertainment, education, health care, and more. One of the industries that can benefit greatly from generative AI is marketing. As discussed through this text marketing is the process of creating, communicating, and delivering value to customers and stakeholders. It involves understanding customer needs and preferences, designing and developing products and services, creating and distributing content, and measuring and optimizing marketing performance (Kotler & Keller, 2015). These algorithms have evolved significantly since the initial breakthroughs with generative adversarial networks (GANs) (Goodfellow et al., 2014) and variational autoencoders (VAEs) (Kingma & Welling, 2013), moving toward more sophisticated architectures ...