294. IJRM. Marketing & Generative AI.
December 7, 2023
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In today’s podcast marketing expert Martin Schreier, Head of the Department of Marketing at WU Vienna and Editor in Chief of the International Journal of Research in Marketing, discusses the challenges and opportunities presented by generative AI in academic research and marketing. The discussion emphasizes the need for transparency, human involvement in the creative process, and a thoughtful approach to the evolving landscape of AI in both academia and marketing.
Key Points:
Transparency in AI: Generative AI holds great potential for research, however, it's crucial to be transparent when using it to uphold academic integrity.
Creativity and AI: Generative AI can help with idea generation and problem-solving in diverse fields, but human input remains vital for refining and implementing these ideas.
Democratizing Marketing: Generative AI can enable individuals and smaller entities to take part in marketing activities, fostering a more diverse and inclusive marketing landscape.
Societal and Economic Impact: Consideration should be given to the societal and economic impacts of a future where humans and AI collaborate to boost productivity and job satisfaction.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Martin Schreier is Professor of Marketing and Head of the Department of Marketing and the Institute for Marketing Management at WU Vienna, Austria. He is Editor in Chief of the International Journal of Research in Marketing, the official journal of the European Marketing Academy (EMAC).
Coauthors:
Renana Peres is the KMART professor of Marketing, Head of the Marketing Department in the Hebrew University Business School.
Her areas of research address the interplay between brands, consumer social interactions, and firm decisions. She studies the determinants of brand perception, how word of mouth and social interactions are generated on brands, and how social interactions eventually translate into sales. She uses methodologies such as agent-based models, image processing, content analysis, machine learning, and diffusion models.
Prof. Peres has served as a Visiting Assistant Professor of Marketing at University of Pennsylvania’s Wharton School, and NYU’s Stern School of Business. She has published her works in journals in three research domains: Exact Sciences, Social Sciences, and Humanities.
She is a Senior Editor of the International Journal of Research in Marketing.
Prof. Peres earned her PhD in Marketing from Tel Aviv University’s Recanati Graduate School of Business Administration. She holds an MSc and BSc in Physics from the Hebrew University of Jerusalem, and an MBA from Tel Aviv University. She teaches the courses Marketing Management; and Modeling Social Phenomena Using Exact Sciences Tools. Her published books are Innovation Diffusion and New Product Growt
Prof. Peres is the founding CEO of PerSay, Ltd., an Israeli high-tech firm focusing on development and implementation of voice recognition algorithms. She serves as a board member of Haatid Provident Fund and is a member of Haatid’s Committee for Alternative Investing.
David A. Schweidel is Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business. Schweidel is an expert in the areas of customer relationship management and social media analytics. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies. His current research examines the ways in which consumers and marketers use technology to interact with each other.
Alina Sorescu is Professor of Marketing, Chancellor EDGES Fellow, and holder of the Paula and Steve Letbetter’ 70 Chair in Business at Mays Business School, Texas A&M University. Her research focuses on innovation, business models, product portfolio decisions, branding, acquisitions and alliances, and measuring the financial value of marketing actions. Her research appears in journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing and others. Alina is the coeditor of the International Journal of Research in Marketing and has served as an Associate Editor or an ERB member at the Journal of Marketing, where she was twice recognized with the best reviewer award, the Journal of Marketing Research, Marketing Science, and the Journal of the Academy of Marketing Science. Her research has been selected as a finalist for the Paul Green Award for the best article published in the Journal of Marketing Research and she has won several research awards including awards at AMA Conferences and the Strategic Management Society Conference on Big Bang Innovation Best Research Award.
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International Journal of Research in Marketing
Martin Schreier
Renana Peres
David Schweidel
Alina Sorescu