On ChatGPT and beyond: How generative artificial intelligence may affect research,teaching, and practice |
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Affiliation: | 1. Hebrew University of Jerusalem, Jerusalem, Israel;2. WU Vienna University of Economics and Business, Vienna, Austria;3. Emory University, Atlanta, USA;4. Texas A&M University, College Station, TX, USA |
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Abstract: | How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges. |
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Keywords: | ChatGPT Generative AI Artificial intelligence LLMs |
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